GoGo SqueeZ targets tweens with new BlastZ fruit pouches

By Elaine Watson contact

- Last updated on GMT

GoGo SqueeZ BlastZ pouches are available in 4‐packs (MSRP $2.99 to $3.49).
GoGo SqueeZ BlastZ pouches are available in 4‐packs (MSRP $2.99 to $3.49).

Related tags: GoGo SqueeZ

BlastZ - the latest innovation from GoGo squeeZ – is designed to attract new consumers to the burgeoning fruit squeezers category by appealing to kids that have outgrown apple sauce but are still looking for a convenient fruit snack, says associate brand manager Dennis Katsnelson.

Now available at retailers including Amazon, Walmart, Target, Meijer, and Harris Teeter, GoGo squeeZ BlastZ comes in a slightly larger size (3.9oz) than the core 3.2oz fruit pouches (which target 3-7 year olds), and combine 3-5 fruits, with no added sugar, colors, flavors or preservatives, Katsnelson told FoodNavigator-USA.

“We’re also creating an online store on our new website​.

“We’re really focusing on 8-12 year old tweens with BlastZ, which are made with 100% fruit in a re-sealable pouch, and have no added sugar. We see it as a real opportunity for incremental growth because we are bringing new consumers to the category and bringing back kids that have grown up with our apple sauce.

“Parents want healthy on the go snacks that they can really feel good about giving to their families, with no added sugar, no GMOs ​[the new line is Non GMO project verified], and no artificial flavors and colors. It’s just 100% fruit.”

While fruit juice has come under fire from some quarters over its high naturally occurring sugar content, the BlastZ fruit pouches also contain 3-4g of fiber, noted Katsnelson.

We estimate that the US fruit squeezers category is just shy of $450m

So what’s the size of the fruit pouch category and is it growing?

“We estimate that the fruit squeezers category is just shy of $450m and we maintain a 60% share,” ​said Katsnelson, adding: “Category volumes are up 12% in the year to date, but we’re outpacing that as our volumes are up 24%. Everything is growing from our yogurtz, with sales up high in the double digits, almost 50% in the latest 52 weeks; the fruit and veggiez are up a lot; and our core ​[applesauce] business was up 19% in the latest 52 weeks.

Meanwhile, sales of canned fruit, and apple sauce jars and tubs, are declining (fruit cups are up 3% YoY), said Katsnelson, who said GoGo SqueeZ now has household penetration of about 25% in US households with children under 12 years old.

GoGo squeeZ is owned by Materne North America,​ which operates manufacturing facilities in Nampa, Idaho, and Traverse City, Michigan, and has its corporate HQ in New York City. Its 100% fruit resealable pouches were developed in France in the late 1990s and entered the US market in 2008.

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The new GoGo squeeZ BlastZ​ pouches come in three SKUs:  ​Raspberry Rush (apple, raspberry and cranberry); Berry Madness (apple, cranberry, blackcurrant and blueberry); and Tropical Burst (apple, mango, pineapple, guava and passionfruit).

GoGo SqueeZ products are typically sold in multipacks, but the brand is talking to retail partners about more single serve secondary placement opportunities for grab n’ go snacking.

Interested in healthy snacks for kids?

Join us at FoodNavigator-USA's FOOD FOR KIDS summit​ in Chicago November 12-14, where we'll be exploring what kids are eating (vs what they probably should be eating), and how the food industry can create health snacks, beverages and meals that parents can feel good about and kids want to eat.

Get the full details - and register for our earlybird offer - HERE​.

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