It's a new name in frozen novelties but not in the freezercase. Frozen fruit processorDole Food Company Inc., Westlake Village, Calif., last month began marketing Dole Fruit Bars.

Officials say the new offerings feature all natural Dole fruit and juice in four flavors: Grape, Raspberry, Strawberry and Acai Blueberry. Dole will distribute the line to North American retail grocery stores, mass merchandisers and club stores with product available in 6-, 12-, 18-, 24- and 36-unit cartons. 

IMC Licensing , Louisville, Ky., said it negotiated the deal between Dole and frozen novelty co-packer, Target Foods LLC, Barrington, Ill.

“Dole Fruit Bars leverage Dole’s iconic brand recognition as the world’s leading fresh fruit producer and extend its brand equity into delicious new line of better-for-you frozen novelties," said Cara Bernosky, IMC Licensing president and co-founder. "We are delighted to bring together Dole and Target Foods to create this innovative new product line, further extending the Dole brand presence in the frozen foods aisle.”