Fruitist, the global premium superfruit brand, has officially launched Fruitist GoBerry, its snackable fresh blueberry range designed for on-the-go eating, in the UK for the first time, exclusively with Whole Foods Market.
Already established across more than 12,500 stores in 28 countries, Fruitist continues to expand its presence in the UK with Fruitist GoBerry created to meet rising demand for healthier, convenient snacking options that fit modern lifestyles.
With snacking occasions continuing to reshape food retail, the Fruitist GoBerry snack format positions berries beyond the kitchen and into everyday moments, from commuting and travel to gyms and outdoor events. Supporting this shift, the brand has introduced paper-based snackable packaging designed for reduced plastic use.
Whole Foods Market is a natural fit for the UK launch of Fruitist GoBerry, known for championing innovative and quality-led brands that resonate with health-conscious shoppers. The retailer provides a strong platform for Fruitist’s modern approach to fresh snacking. The launch is supported by a prominent window display, showcasing Fruitist GoBerry’s bold branding and positioning berries as a modern, on-the-go snack.
Fruitist specialises in larger varieties of firm-textured blueberries developed through partnerships with leading global programmes. The focus is on repeatable eating, flavour, quality, crunch, size and durability – addressing inconsistency challenges within the blueberry category while helping retailers reduce waste and improve consumer satisfaction.
Fruitist is also bringing a fresh approach to marketing within the fresh produce category, targeting health and style-conscious consumers through culturally relevant content, creative partnerships and elevated brand storytelling—helping reposition berries within contemporary snacking culture.
Fruitist operates its own farms across the world alongside long-term growing partners, allowing close oversight from field to customer. All berries grown on Fruitist-owned farms are Non-GMO Project Verified, meaning the varieties are traditionally cultivated without genetic engineering. This combination of owned farming and trusted partnerships supports consistent quality, dependable supply and responsible growing practices across the brand’s global network – a rare level of control in the berry category.
Fruitist, formerly known as Agrovision, introduced its consumer-facing brand in 2020 and has since achieved over $1B USD in lifetime sales and $400M USD revenue in the past 12 months. The brand is backed by global investors focused on health and consumer innovation and its leadership team brings experience from Erewhon, Nestlé, P&G, Netflix, The Wonderful Company, McKinsey and Calm.
Pascal Orphal, director of business development at Fruitist, commented, “UK consumers are increasingly looking for healthier snack options that fit into busy, on-the-go lifestyles. Whole Foods Market is known for championing quality-led, innovative brands, making it the perfect retail partner to introduce Fruitist GoBerry – fruit designed to perform like a snack product while maintaining the integrity of fresh produce.”
While blueberries remain the core product, Fruitist is expanding into premium blackberries, raspberries and cherries, with new varieties and formats in development for European retail and foodservice.
Fruitist GoBerry products will be available in Whole Foods Market London from 28th January 2026, with further UK expansion planned throughout 2026.
