Urban Fresh Foods is rebadging its Urban Fruit products as Bear Fruit to align with its kids fruit snacking brand, Bear.
The Urban Fruit line up, comprising gently baked dried fruit such as mango, strawberries and pineapple will join the Bear brand, known for its Yoyos and Fruit Splits, made with real fruit and no additives.
The move unites Bear (value sales £33.22m) and Urban Fruit (value sales £9.46m) into one Bear Masterbrand.
Urban Fresh Foods, which is itself owned by Lotus Bakeries, said the combined portfolio “will benefit from the high penetration, strong visual identity and category-leading customer share of Bear to upscale exposure, drive brand growth and fuel incrementality”.
