Urban Fruit rebrands as Bear Fruit to ‘drive growth.’

Urban Fresh Foods has rebranded its Urban Fruit line as Bear Fruit to accelerate growth in the fruit snacking category. This move merges both the Bear and Urban Fruit brands under one Bear Masterbrand, positioning them to disrupt the market by offering great-tasting, healthier fruit snacks made from real fruit. Urban Fruit rebrands as Bear Fruit to ‘drive growth’, combining the strengths of these two popular brands to expand their reach and impact in the category.

Bear, known for its beloved Yoyos and Fruit Splits, has a strong visual identity and a loyal following among both kids and adults. The Urban Fruit range, which includes gently baked dried fruits like mango, strawberries, and pineapple, will now join the Bear lineup. Urban Fruit rebrands as Bear Fruit to ‘drive growth’, aligning the two brands to create a broader and more cohesive snacking range.

Derren Plows, managing director at Urban Fresh Foods Ltd, emphasized that Bear’s mission is to make healthier fruit snacking accessible and delicious for all ages. The integration of Urban Fruit into Bear expands the brand’s reach to both children and adults, helping to bridge the gap in fruit and vegetable consumption across age groups. Urban Fruit rebrands as Bear Fruit to ‘drive growth’, aiming to attract a wider audience and encourage more consumers to opt for healthier snacks.

Jo Agnew, marketing director at Urban Fresh Foods Ltd, noted that Bear is a trusted brand that retailers can confidently support. She highlighted the importance of clear health messaging in today’s market, especially with growing concerns about HFSS, UPF, and sugar content. The new Bear Fruit products, previously Urban Fruit, remain unchanged in terms of ingredients and quality. They still count as one of your five-a-day, are HFSS-compliant, and contain no preservatives or added nasties. Urban Fruit rebrands as Bear Fruit to ‘drive growth’, ensuring continuity in taste and quality while expanding the brand’s appeal.

Bear continues to add value through innovation, such as the new Tropical Yoyos and partnerships with organizations like the Natural History Museum and Water Babies. The rebranding aims to strengthen Bear’s presence in the market, offering a unified and recognizable brand for both kids and adults seeking healthier snacking options.