Plum Organics Jumps into Adult Snacking
Plum Organics, an organic kids nutrition company, announced its much anticipated foray into the adult snacking category with the launch of Plum Vida. Available in three flavor combinations, Plum Vida is a vibrant blend of organic fruits and veggies in a portable pouch format, ideal for consumers looking to refresh their daily snack routine.
Plum has leveraged its insights and equity in the pouch category to introduce a convenient snacking format for active adults. A versatile snack, Plum Vida can be enjoyed straight out of the pouch at room temperature or chilled. Lightweight and resealable, the new line features flavorful ingredients such as ginger, mint, kale and beets, blended into a refreshing consistency similar to that of a light smoothie.
"Plum Vida began with the women on our innovation team. We often turned to noshing on our baby food blends when we were craving a quick dose of fruits and veggies and wanted a break from granola bars," said Jen Brush, senior innovation manager. "And over the years we heard from consumers constantly – from moms to runners to college students – who shared our squeezable snacking habits as part of their daily exercise routine or as a midday pick-me-up. We wanted to create a product just for them that would directly address this trend."
"When the team came to me with the concept for Plum Vida, I immediately knew it was the next big step for our company," Neil Grimmer, Plum's co-founder and CEO, added. "At Plum, we have always been our own core consumer. We were founded by parents, and for the past seven years we've been dedicated to designing great tasting organic products for our own kids. Now with Plum Vida, we're incredibly excited to bring to market products we're designing for ourselves. As leading innovators, we are uniquely positioned to create a new snack option for adults that marries convenience with sophisticated flavors."
Plum has leveraged its insights and equity in the pouch category to introduce a convenient snacking format for active adults. A versatile snack, Plum Vida can be enjoyed straight out of the pouch at room temperature or chilled. Lightweight and resealable, the new line features flavorful ingredients such as ginger, mint, kale and beets, blended into a refreshing consistency similar to that of a light smoothie.
"Plum Vida began with the women on our innovation team. We often turned to noshing on our baby food blends when we were craving a quick dose of fruits and veggies and wanted a break from granola bars," said Jen Brush, senior innovation manager. "And over the years we heard from consumers constantly – from moms to runners to college students – who shared our squeezable snacking habits as part of their daily exercise routine or as a midday pick-me-up. We wanted to create a product just for them that would directly address this trend."
"When the team came to me with the concept for Plum Vida, I immediately knew it was the next big step for our company," Neil Grimmer, Plum's co-founder and CEO, added. "At Plum, we have always been our own core consumer. We were founded by parents, and for the past seven years we've been dedicated to designing great tasting organic products for our own kids. Now with Plum Vida, we're incredibly excited to bring to market products we're designing for ourselves. As leading innovators, we are uniquely positioned to create a new snack option for adults that marries convenience with sophisticated flavors."