‘World-First’ Boombites Drive Grape Category Innovation For UK Retail

Red berry grape brand Boombites is being introduced to the UK market to attract non-grape buyers, re-engage lapsed consumers, and to provide an additional tier for existing grape buyers, following a successful trial of the antioxidant-rich fruit last summer. 

Available exclusively at M&S, Ocado, and Tesco for a limited period, the ‘superfruit’ grapes are being positioned within the natural snacking category and differentiated from conventional grapes on account of their striking colour, reports Retail Times. 

Boombites are a world-first, according to its breeder, thanks to the fruit’s unique red colour that extends from the skin through the flesh and into the centre of the fruit. The deep red pulp is said to have a similar colour to berries or cherries. 

For retailers, the fruit is expected to mark a new chapter for table grapes by delivering a high-value proposition of consumer discovery, broader penetration, and frequency. 

Boombites offer shoppers a taste-first experience, a striking point of difference, and clear relevance; while adding another colour to the diet.

“The grape category is on a step change with the introduction of red berry grapes,” claimed Josep Estiarte, CEO of Bloom Fresh, the global fruit breeder behind Boombites. 

“Boombites red berry grapes are an unparalleled range of innovation, creating both commercial and new category opportunities for retailers as well as delivering on taste, differentiation and flavour that shoppers are hungry for.”

The opportunity to combine everything that people love about grapes – their taste, colour and premium quality – is what makes this new category “so exciting” and what gives it “broad appeal”, according to Estiarte.

“This truly has the potential to pull all three core levers of category growth by driving penetration, frequency and value with a consumer proposition that is loved,” he explained.

A Decade Of Innovation

Image: Bloom Fresh

The red-fleshed grape was developed over more than a decade in Spain by Bloom Fresh, which forms part of the AMFRESH Group.

The distinctive fruit is the result of crossing world finest white-fleshed table grapes with older red-fleshed grapes varieties that are historically used for wine production.

Boombites contain naturally-occurring anthocyanins – a level that is six times higher than a traditional black-skinned grape, according to analysts at the University of Murcia in Spain. 

“Globally, there is a trend towards healthier choices when it comes to daily food choices,” explains Dr Juan Carreño of Bloom Fresh. 

“While we have always been about bringing the very latest wellness innovation to market, we wanted to create a new grape category that not only delivered with the very best taste, quality and flavour profile, but had a different retailer market proposition.”

Boombites are the first table grapes in the world to have a skin-to-centre colour with a deep red, vibrant centre pulp similar to that of a berry or cherry, according to Dr Carreño.

“This unique interior not only makes them visually distinctive but it also means they naturally contain anthocyanins,” he points out. 

“Plus, what makes BOOMBITES™ red berry grapes even more special, is that they are juicy on every bite and taste incredible, taking the flavour profile of a grape to a whole new level, not discovered before.”

Boombites has also partnered with Heart Research UK to raise consumer awareness about simply ways to incorporate everyday healthy eating habits that support heart health into lifestyle choices.

Further supporting research into red berry grapes will also be published in due course.