ELMHURST, Ill. -- Keebler Co. here is introducing Keebler Delights Fruitastic Fruit Bars, the first national, reduced-calorie, fat-free, fruit bar cookie.
lk and functionality lost when sugar is removed from reduced-calorie and/or reduced-fat products. As a result, Fruitastics have only 40 calories per cookie, 30% fewer than the leading fat-free fruit bar cookie.
They are available in raspberry, blueberry and apple varieties, and will begin shipping on Aug. 1. Fruitastics have a suggested retail price of $2.99 per package of 18 cookies.
Keebler is backing the roll-out of Delights Fruitastic Fruit Bars with a multi-million dollar campaign that includes a three-month print advertising plan, free-standing inserts, in-pack coupons, Catalina Marketing coupons, in-store point-of-purchase materials and a major consumer promotion this fall.
"Four years ago, there was no better-for-you cookie category. Today, it is more than a $650 million category. We believe reduced-calorie cookies are developing as the next big food trend, potentially becoming 10% of the overall $3.7 billion cookie category within the next five years," said Roger Adams, vice president of marketing for Cookies & Crackers at Keebler Co.