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."