Consumers can expect by mid-2009 to see new Fruit2Day chilled fruit offerings from a 50/50 joint venture partnership between organic and natural foods specialistWhiteWave Foods Co. , Broomfield, Colo., andHero North America LLC, the Ocala, Fla., unit of global infant nutrition and fruit products giant Hero Group, Lenzburg, Switzerland. Officials said Fruit2Day -- an on-the-go chilled fruit snack -- already was successfully launched and "continues to grow" in European market.
"We believe that North America is ready for new, ground-breaking chilled fruit category innovations and we have found the ideal partner with Dean Foods," said Stefan Heidenreich, Hero Group CEO. "Dean's WhiteWave division was a natural match for us because of our shared passion for providing innovative, nutritious products to consumers. We believe this partnership provides a compelling market opportunity."