In an effort to attract more health-conscious consumers, Sun-Rype has repackaged its ‘Fruit To Go’ fruit snacks.

The Kelowna, b.c.-based food and beverage company has used bolder and brighter packaging to make their dried fruit snacks more appealing to consumers.

The pocket-sized product, which is said to be made of 100% dried fruit, comes in seven flavors, all apple combinations.

According to AC Nielsen, the nutritious/portable foods category Fruit To Go falls under is a $256 million industry in Canada.

With the product available in grocery stores across Canada and in the Western United States, the company is currently planning a marketing campaign for the end of 1997 which will include product sampling at various events, couponing, in-store demos and cross merchandising with other Sun-Rype products.

Other marketing initiatives are being planned for the international markets Sun-Rype is slowly entering, like its fastest-growing market, the u.s. Since last year, Sun-Rype has been exporting its granola bars and coffee bars and is hoping the fruit snacks will also be well received.

Other international test markets to be explored in 1997 include Eastern Europe, Malaysia, Thailand, Singapore, the Philippines, and China. An office has already been set up in Shanghai and discussions are under way with ad agencies to determine what marketing methods work best in various cultures. Couponing, for example, d’es not seem to be a popular marketing tool internationally, according to the company. Targeted audiences include home consumers, supermarkets and the expatriate market.

‘Our vision is to become a leading international food and beverage company,’ says Magda Fazekas, Sun-Rype’s manager of public relations.