Gerber reports its Fairtrade fruit juice, Fruit Passion, has seen sales rocket by 381% in the last year.
The sales growth follows the relaunch of the brand, which included the introduction of new pack formats such as 250ml and 500ml juice variants which are popular in schools and higher education.
According to Gerber, Fruit Passion is the pioneering Fairtrade brand and first appeared on shelves in 2000. It comes in two flavours – Orange and Apple. The juice is sourced from Fairtrade growers worldwide who are guaranteed a fair and stable living.
James Logan, commercial director for the Gerber Juice Company, said: “We strive to offer consumers products which are different and unique. The surge in popularity of our Fairtrade juice shows fruit juice is finally catching up with other Fairtrade products like coffee and chocolate.”
“With so many juice brands on our shelves, it can be hard for consumers to spot the difference. The aim of Fruit Passion is to offer high quality products with unique credentials as with our organic range.”
Fairtrade Fortnight takes place from 25 February to 10 March 2-13. During the fortnight, schools, supermarkets and government will be involved in a range of activities to promote the social benefits of Fairtrade produce.
Fruit Passion is available from 3663 Foodservice and Suma in orange and apple pure juice in both 250ml pet, 500ml pet, 200ml cartons and 1-litre of the orange.