Industry News | September 2, 2009

Edible Arrangements Launches Quick-Serve Brand

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Edible Arrangements, the leader in fresh-fruit arrangements, announced today the launch of Frutation by Edible Arrangements, a grab-and-go concept offering customers fresh-fruit smoothies and juices, fruit and green salads, dipped fruit, and a variety of other fresh-fruit products.

Frutation, which had previously been in a pilot stage, will launch nationally and open in new markets this year helping the company reach its goal of 1,000 stores by 2010.

This new multiunit strategy features a core Edible Arrangements store serving as the main location within a defined area with several smaller station locations surrounding the core store in high-traffic areas. The core store is a full-service Edible Arrangements that offers the complete line of products, and may include Frutation menu items, whereas the station stores focus will be on Frutation while also selling some of the Edible Arrangements product line.

“Over the last 10 years, we’ve worked to refine our system to enable enterprise multiunit owners to succeed and our core-station model will allow franchisees the ability to cover a broader area and introduce more consumers to the Edible Arrangements brand through Frutation,” says Tariq Farid, Founder and CEO, Edible Arrangements, Inc.

This new strategy has recently fueled the signing of the first multiunit development agreements in the company’s 10-year history, with two existing franchisees for a total of 10 new locations.

Currently there are 20 Frutation by Edible Arrangements locations throughout the country and these recent agreements will bring six additional locations to Massachusetts and three to Virginia.

The Menu To support the national launch of Frutation, Edible Arrangements hired Chef Russ Camolli, a graduate of the Culinary Institute of America and experienced chef and restaurateur, to create new products, new production procedures and new recipes.

The new menu items include FruZees (iced fruit beverages), FruJuicesTM (fruit juices), FruSalads (green salads with various fruit, cheeses, and nuts), FruSalsas (organic pita chips with fresh fruit dipping sauces), and more, all made with no preservatives, no additives, and no artificial sweeteners.

Available in various flavors and sizes, items can be customized to meet the customers taste. In addition, Frutation will be supported by comprehensive marketing materials under the “Real Fruit. No Kidding.” tag line.

“As the industry leader in fresh fruit arrangements, it was a natural transition for Edible Arrangements to enhance their menu options to offer great tasting, healthy food and drinks for customers and busy people on the go,” says Diana Brandt, Frutation Brand Manager, Edible Arrangements.

“By leveraging Edible Arrangements' current reputation, we hope to expand Frutation by Edible Arrangements presence in markets across the country and service consumers in every market.”

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