Fruit Naturals … duh
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And now, all the way from Del Monte Foods, a type of fruit that “likes to take it all off..,” ready-to-enjoy, and available in seven tempting varieties, introducing … FRUIT NATURALS!
(crickets.)
Unfortunately for Del Monte, the excitement surrounding their new Fruit Naturals Brand has been squelched by the redundancy that begs consumers to consider if they have ever eaten fruit that is unnatural. While the simplicity and straightforward nature of the brand is appreciated by busy consumers, this brand name seems to have fallen a little bit short in the department of innovation and received a gold star for redundancy. The intent of the name, I believe, is to highlight the convenient, ready-to-eat quality of the product. The fruit cup allows you to bypass the peeling and slicing and simply enjoy the natural fruit right away. It is my hope that all fruit consumed, whether canned, jarred, dried, or fresh is and will remain natural … despite new product extensions boasting au natural fruit.
Contributed by Carrie Friedrich
Thought of this post when I saw the ad for Pulco fruit juice posted on The Curious Brain blog: http://thecuriousbrain.com/?p=1470
Thought the Pulco ad was a great example of highlighting real behavior with a sense of humor and showing how their product fits into a lifestyle where we often do not have time to juice our own fruit. Pulco and Fruit Naturals are both offering products that take a few steps out of the process for consumers. With Fruit Naturals they slice and package the fruit so we can put it in lunches or take on trips. However their name and campaign seem to emphasize how “natural” the fruit is instead of showing how the product fits into consumers’ lives.