Feb 14, 2017

New Dole packaging targets snacking on the go

Dole is launching its new GO Berries!, three snack-size packages that snap apart. Each contains 4 ounces of fresh Dole strawberries. Ventilated for freshness and rinsing, the proprietary package is the first to provide “snap-rinse-go” convenience, according to the company.

“While fruit remains America’s top daytime snack choice, there hasn’t been an easy way for shoppers to enjoy their favorite berries away from home – until now,” said CarrieAnn Arias, VP of marketing for Dole Fresh Vegetables and Berries. “Dole GO Berries! allows busy shoppers to combine their preference for fresh strawberries with out-of-the-home snacking convenience for the first time.”

Dole plans to roll-out other GO Berries! snack varieties in the future.

According to Arias, Dole Home Use Tests indicate that 80 percent of those sampling GO Berries! would likely purchase the product, and 60 percent of berry consumers would buy GO Berries! in addition to the customary 1-pound clamshells. In addition to convenience, panelists cited the perception that the snack-sized packs would keep the berries fresher than conventional packaging.

Dole GO Berries! will start arriving in stores in mid-February at an SRP that is comparable to Dole Strawberries in traditional 1-pound clamshells.