Sunsweet prunes in UK health drive

US dried-fruit giant Sunsweet Growers has launched a UK PR drive that positions prunes as ‘better than fresh fruit’ to turn around declining category sales.

Sunsweet, which produces one in every three prunes consumed worldwide, will target health and fitness, lifestyle, cooking and pregnancy media using research that shows prunes boast more than double the anti-oxidants of the next best fruit or vegetable.

PR by Killa Communications will run into January 2005 to capitalise on media interest in the annual post-Christmas fitness boom.

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