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Yellofruit heats up the frozen dessert space

Yellofruit is tickled pink by its expansion.

The frozen dessert, made with a banana base instead of cream, milk or other dairy ingredients, will be in Loblaw stores Canada Day weekend.

The long weekend will be the brand’s coming out party, according to Andrew Kinnear, president and CEO of Yellofruit, who says it will be rolling out to 350 discount and market banner Loblaw stores. The brand will support the expansion with in-store demos beginning June 29, and will also be promoted in Loblaw flyers.

The challenge for any CPG brand, Kinnear says, is for “someone to see it, try it, love it, rebuy it, and tell a friend.”

One of the toughest obstacles the company faces, he says, is the seemingly overwhelming amount of choice in the frozen section, and the fact that, as a start-up, budget constraints limit the amount of demos it can do to overcome its awareness challenge.

According to Kinnear, the brand has marketed mostly through social media, as well as coupon apps Checkout 51 and Caddle. Yellofruit is also hosting a booth at Roxodus, a Clearview concert festival featuring the likes of Aerosmith, Nickelback, Kid Rock and Alice Cooper, to bring more mass exposure to the brand during the summer.

Read the full story on Strategy Magazine Online here.

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