Premium supplier keen to open up new sales channels across Europe for its convenient snack pots
Major global blueberry supplier Fruitist unveiled a new marketing campaign in Madrid, designed to position its premium berries as a convenient and healthy on-the-go snack.
The supplier’s premium Sekoya varieties, which are available all year round, are sold at major retailers in 28 countries. But Fruitist (formely known as Agrovision) is looking to open up new sales channels for its branded snack pots of ‘Go Berry’ blueberries, such as train stations, service stations, and cinemas.
The Fruitist stand at Fruit Attraction featured several themed areas, including a gym locker room and aeroplane seating, with the brand marketing its fruit as the perfect ‘gym buddy’, ‘travel companion’ or ‘co-worker’ (for eating while working or studying).
Director of business development Pascal Orphal, who is spearheading the new marketing push, noted that Fruitist already has branded Fruitist fridges at Carrefour in Spain. But he insists this is just the beginning, with plans for similar point-of-sale activations across Europe.
UK sales manager Katy Willard says Britain’s supermarkets are open to supporting new pack types in blueberries, such as a snack pot, but notes that there is still hesitancy to sell branded blueberries. “I think brands will follow if consistency and quality is there and trust is built with a supplier,” she says.
Orphal adds that fruit brands have the advantage of helping consumers identify premium quality without needing to know about varieties or production origin.
Agrovision changed its name to Fruitist in April 2025, aligning the company’s identity with the consumer brand it debuted in 2020.
The company said the move marks the next chapter as it focuses on global expansion, brand growth, new superfruit product lines and snackable formats.
