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An Interview with 5th Season Fruit Snacks

An interview with Tom Watson, Sales Director at 5th Season!

5th Season are an entirely vegan and gluten-free snack brand. Their freeze-dried fruit snacks are 100% natural, 1 of your 5 a day, low calorie and contain no added sugar, thus making them ideal of adults and kids alike!

We interviewed Tom Watson, Sales Director at 5th Season, to better understand their journey in building and growing their start-up healthy snacking brand.

How did you come to create 5th Season?

We launched 5th Season with a mission to improve the lives of 2 groups of people: Consumers and Farmers.

For consumers, sadly, more than two-thirds of people still fail to achieve their 5 a day; we're here to help change this. We love fresh fruit; it's tasty, natural, and good for us, but it isn't always convenient; that's where we come in.

We use a modern freeze-drying process to instantly dry our fruit. The benefits; our fruit retains its size, shape, smell, taste and nutritional value, making us very different from the traditional dried fruit you may be familiar with. By offering a delicious and healthy snack that is 100% fruit, with no additives, we provide people with the ability to eat more fruit, anytime, anywhere. Its fruit, but without the fuss and preparation.


To support farming communities, we are proud to be contributing one penny for every pack sold to 'Farm Africa', who help farming communities in eastern Africa develop their business, reinvest in their local communities and thrive, not just survive.

What makes 5th Season so unique?

We make it possible to enjoy the best-tasting fruit from around the world all year long, hence the name '5th Season'!

Using the latest technology, we freeze-dry and pre-portion our fruit into convenient packs for on-the-go snacking. However, unlike other fruit snacks, despite what they claim (you know who you are), we don't add anything, nothing at all! So our snacks genuinely are just 100% fruit.

With the equivalent of 80g of fresh fruit in every pack, and over 90% of the nutrients & vitamin retained, our snacks really are the next best thing to fresh fruit!

What are you most proud of with the business?

Our team, and what we're capable of achieving week in and week out. We consider our team as one Fruity Family – even though we live and work remotely (across the Netherlands and UK), we're all very close, with everybody's opinion equally heard.

What is particularly hard behind the scenes that most people may not realise?

Building a new brand from the ground up is never easy. But besides this, we're also introducing a totally new and innovative product category, which, although is one of our biggest selling points, comes with its own set of challenges. For example, when talking with the big retailers, who are typically a little more resistant to 'new'. But don't worry, it just makes us even more persistent!

Who do you look up to in the Food & Drink startup world?

Oatly and Tony's Chocolonely are big inspirations for us. We're a huge fan of the disruptive marketing campaigns from Oatly, and their vision for the post-milk generation. Tony's Chocolonely for unyielding their mission to change the cacao business into 100% slave-free chocolate. This was, in fact, a significant influence for us to set-up a collaboration with Farm Africa, a charity that reduces poverty by helping farmers in eastern Africa to grow more, sell more and sell for more. We like to see ourselves as the fruity sister of Tony's Chocolonely – with equally bright packaging and Dutch roots.

Any top tips for business success?

Enjoy the ride and keep having fun along the way! Life is too short.

What's next for 5th Season?

We have some very exciting things planned for this year! We will launch our new brand campaign before the Summer, including some tongue and cheek activations, exciting micro events across the country, and incredible competitions and giveaways, including collaboration with some of the most exciting food brands in 2021.

We are also developing new flavours to add to our existing range!
The tastings is the best part of developing new flavours, and we'll be asking our customers for their feedback this time, so if you would like to get involved, go follow us on Instagram (@5thseasonfruit!) to keep updated.

Last but not least, we are expanding our business across Europe as we speak. Already available in Scandinavia, and we are ambitious to grow this rapidly – even exploring the possibility of selling in the US in the near future.

 

You can get your hands on 5th Season's delicious freeze-dried fruit snacks here - don't forget to bulk buy to save yourself some money and keep your cupboards full!

You can also browse a range of other exciting start-up food an beverage brands here. From vegan, gluten-free and keto snacks, you're bound to find something you'll love, regardless of your dietary requirements.

Happy snacking!

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