Business Strategies / New Food Products

WhiteWave, Hero Team Up for Chilled Fruit

WhiteWave Foods Co., a Broomfield, Colo., subsidiary of Dean Foods Co., inked a joint venture with Switzerland’s Hero Group to introduce chilled fruit products in North America.

The 50/50 joint venture will be called Hero/WhiteWave. The initial product will be called Fruit2Day, a single-serve, chilled fruit snack that is scheduled for nationale distribution by midyear.

“Together, we’re ready to break the mold of similar goods currently on the U.S. market,” said Joseph Scalzo, president/CEO of WhiteWave. “We believe North America is ready for new, ground-breaking chilled fruit category innovations,” added Stefan Heidenreich, CEO of Hero Group.

Hero produces international fruit and infant nutrition brands Hero and Beech-Nut.

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