Innovation Insight: Tymbark Fruktajl Fruit Drink Snack

This week Gama turns its attention to on-the-go drinks and a new launch from Poland that combines the health benefits of fruit with the satiety benefits of cereal – Tymbark Fruktajl Fruit Drink Snack.

Fruktajl – coined from the words ‘fruit’ and ‘cocktail’ – is the latest launch from Tymbark, a Polish manufacturer of fruit drinks, juices and fruit products. Sold in 250ml bottles and positioned as an on-the-go ‘snack’, it contains fruit purees and juices as well as a cereal blend including ingredients such as oats, barley and wheat. It is on offer in a choice of four varieties - Pineapple & Coconut, Peach & Mango, Plum & Apple and Strawberry & Banana – and is advertised as being free of added sugar as well as low in calories.

Fruktajl’s health-oriented claims are evidently typical of many fruit drinks positioned for an on-the-go audience, keen to reinforce the link between fruit and nutritional benefits. In recent years smoothies have been among the largest beneficiaries of the confluence of health and convenience trends, as busy, predominantly urban consumers have come to view ‘whole fruit’ options as a healthier choice than conventional fruit juice.

Given that this ‘whole fruit’ message has undoubtedly helped boost sales of smoothies, it is perhaps surprising that other ‘whole food’ ingredients such as cereals have not played a greater role in driving continued growth in the category. The success of cereals as on-the-go snack – witnessed by the popularity of products such as ‘take-away’ porridge in the UK – are indicative of a demand for convenient snacks that also meet health and satiety needs.

Responding to these needs – and refocusing on the health benefits of ‘whole foods’ – could be an important future step for smoothie products. With renewed scrutiny on their true nutritional profile – particularly in relation to sugar content – maintaining the status of smoothies as a ‘good for you’ option through added health ingredients such as cereals could be increasingly key to ensuring the category’s longer term fortunes.