Later this month, Del Monte Fresh Produce (UK) will launch a 200g bowl of fresh slices of Del Monte Gold pineapple. The new product will be revealed at the Ideal Home Show on March 13.

Del Monte has market leadership of the fresh prepared fruit sector in the US and the UK firm believes that the market on this side of the Atlantic is ready for slices of its super-sweet variety. 'Consumers have historically been confused with how to prepare pineapples, so it is an excellent product to feature in a fresh-prepared pack,' said a spokeswoman.

Several retailers have already signed up to the product and consumer marketing activity will be focused around advertising and pr to support the launch. This is the first major consumer campaign for Del Monte in the UK since Gold was unveiled in 1996.

A full range of branded fresh prepared fruit products is set to follow.

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