Urban Fresh Fruit (UFF), which is stocked by Sainsbury’s, Tesco, Asda, Morrisions and Waitrose, will also pop up in 60 UK branches of clothes retailer Topshop from this week.

The health food company is supplying a newly relaunched range of its dried fruit products to the high street giant, as it steps up its aim to replace crisps or chocolate bars in the shoppers snack basket.

Various fruit products are available in 35g-40g snack sized bags and will be promoted in-store with UFF-inspired slogans such as "good at 3.40pm, brilliant at 9.07pm", and "not a bag of crisps" or "it's soooo not chocolate".

Hayley Gait-Golding, co-founder of Urban Fresh Fruit, told Marketing Week: "We want shoppers to think of Urban Fresh Fruit as a fun, fashionable and modern healthy snack, dispelling the image that all dried fruit is dull."

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