Fast-growing brand is targeting health and style-conscious consumers
Premium superfruit brand Fruitist has launched Fruitist GoBerry – a snackable fresh blueberry range designed for on-the-go eating – in the UK for the first time.
The move for Fruitist, which already sells through more than 12,500 stores in 28 countries, represents a continued expansion in the UK. The new GoBerry listing is an exclusive with Whole Foods Market, and is on sale from 28 January, with further UK expansion planned throughout 2026.
The GoBerry snack format aims to position berries beyond the kitchen and into everyday moments, from commuting and travel to gyms and outdoor events. The line also features paper-based packaging, designed for reduced plastic use.
The launch in Whole Foods is supported by a prominent window display to showcase GoBerry’s bold branding and positioning berries as a modern, on-the-go snack.
Fruitist specialises in larger varieties of firm-textured blueberries, developed through partnerships with leading global programmes. The focus is on repeatable eating, flavour, quality, crunch, size and durability, the company said.
Its marketing targets health and style-conscious consumers through culturally relevant content, creative partnerships and elevated brand storytelling, with the aim of helping reposition berries within contemporary snacking culture.
Fruitist, formerly known as Agrovision, introduced its consumer-facing brand in 2020 and has since achieved over $1 billion in lifetime sales and $400 million of revenue in the past 12 months.
Pascal Orphal, director of business development at Fruitist, said: “UK consumers are increasingly looking for healthier snack options that fit into busy, on-the-go lifestyles. Whole Foods Market is known for championing quality-led, innovative brands, making it the perfect retail partner to introduce Fruitist GoBerry – fruit designed to perform like a snack product while maintaining the integrity of fresh produce.”
While blueberries remain its core product, Fruitist is also expanding into premium blackberries, raspberries and cherries, with new varieties and formats in development for European retail and foodservice.
