Fresh Hub Group and Myton Food Group aim to reinvigorate grapefruit category with exclusive launch of Sweet Sunrise into Morrisons, following success of the Explore brand in grapes
Fruit supplier Fresh Hub Group (FHG) and food manufacturer Myton Food Group have launched branded Explore Sweet Sunrise grapefruits into Morrisons as part of plans to reinvigorate the category.
The premium Jackson variety is being marketed under the Komati Group-licensed Sweet Sunrise trademark, and as an expansion of the umbrella Explore brand.
Sweet Sunrise has a low seed count, with a sweet, tropical flavour, a hint of lime and vibrant colour. It is on sale at Morrisons at a price point of £1 for three fruits.
Supplied by Myton Food Group in partnership with Spalding-based FHG, the grapefruit trio will be available at Morrisons stores for a limited period, with further citrus innovations under the brand expected.
“We’re excited to bring something truly different to the citrus aisle,” said Myton Food Group buyer, Jack Bannister. “Explore Sweet Sunrise is not just a grapefruit – it’s a flavour journey.”
Sweet Sunrise grapefruits are also listed at Waitrose, where they retail for £1.50 for two.
