Danish snack bar, Fruit Heroes, to launch nationwide in the UK


Fruit Heroes, the number one lunchbox snack in its native Denmark and one of the country’s biggest-selling and best-loved home-grown brands, with 36m Fruit Heroes pure fruit bars consumed per year, is launching nationwide in the UK.

Fruit Heroes contain no added preservatives, no added sugar and are high in fibre. The delicious taste and sweetness of Fruit Heroes comes from the natural content of fruit sugar (fructose) in the fruits making them a healthy snacking alternative for children and families, the company claims.

Tested and approved by children and parents, Fruit Heroes have:

– No added sugar

– Naturally high fibre content

– No added preservatives

Made from only natural ingredients the 20g bars are one of your 5-a-day and are a great lunchbox or on-the-go snack.

Michael Hjertebjerg, export director of The Whole Company, the parent group behind Fruit Heroes, said: “With parents of school-age children increasingly anxious about healthy treats for their kids’ lunchboxes, Fruit Heroes have a strong appeal to British parents and their children and represent an exciting opportunity for the UK retailer.

“The market is worth around £55m and has developed considerably in recent years. Its growth continues across the UK, driven in part by many schools banning sweets and chocolate in lunchboxes and by mums and dads needing to find alternatives for their kids. However, not all of the products in this category are truly healthy, with some having high levels of sugar or having colourings or artificial ingredients. Fruit Heroes are made from only natural ingredients with no added sugar, preservatives, colourings or artificial additives. They taste great and offer the UK market a reassuring, quality, convenient and healthy snacking alternative.”

Simplicity is at the heart of the Fruit Heroes production process with only natural ingredients used and no cooking or baking. The bars are all based on dates, which add fibre, vitamins and minerals. Each bar is at least 93% fruit. Although Fruit Heroes contain no preservatives, the products have on average 16 months shelf life and no special storage is required.

Fruit Heroes said it places great importance on product safety, product quality and product health throughout the production process. As producers and suppliers of fruit bars to the UK, Fruit Heroes are fully committed to the highest standards of quality control and to delivering products of exceptional quality. Fruit Heroes is certified with ISO 22000* , HAACP and BRC Level A.

Hjertebjerg said: “Our mission is to provide a healthy, natural and delicious on-the-go snack and in-between meal. Fruit Heroes fruit bars are the natural choice, anytime of the day and a healthy snacking alternative for families across the UK.”

Fruit Heroes are suitable for vegans, vegetarians, coeliacs and diabetics. Fruit Heroes are currently available with Tesco, One Stop and Holland & Barrett. Fruit Heroes are available in convenient 20g single bars and five-bar multi-packs.