Welch’s Fruit Snacks and Gordon Ramsay know there is only one “Wholly Fruit”

Gordon Ramsay as Welch's Fruit Snacks Chief Fruit Officer
Gordon Ramsay as Welch's Fruit Snacks Chief Fruit Officer / Welch's Fruit Snacks

While many families might have boxes of fruit snacks lining the pantry, Gordon Ramsay knows there is only one that is “Wholly Fruit.” Welch’s Fruit Snacks wants everyone to discover the taste of the only Real Fruit Snack.

Fruit snacks have become a staple. From the soft, chewy texture to the sweet taste, young and old appreciate those little packages. While some boxes might entice with cute characters and fun promotions, the packaging can only be window dressing. The ingredients inside the box is what truly matters.

Welch’s Fruit Snacks launched its campaign “Wholly Fruit” to show that its food offering is unlike others on the shelf. As consumers have learned with other fruit forward products, there is a difference between fruit as the primary ingredient and a splash of fruit concentrate.

With Welch’s Fruit Snacks, it is made with “Whole Fruit.” The brand describes that statement as “meaning every edible part of the fruit — peel, skin, and pulp, as the main or primary ingredient.” That commitment comes through in the taste.

Getting people to realize that it is time to punt the other boxes away, Welch’s Fruit Snacks partnered with Gordon Ramsay to get that message across. Since Ramsay is never afraid to speak his mind, the new ads capture his fiery quips as well as his softer dad side.

Ramsay commented about his role. "My goal as Welch’s Fruit Snacks’ Chief Fruit Officer is to help raise awareness about the distinction between authentic fruit snacks and mere imitations of fruit flavor. With more awareness, consumers will have the ability to make more informed choices. A father of six, I have been a long-time consumer of the brand, and on any given day, you’d find Welch's Fruit Snacks in my pantry at home, so this new role is truly authentic and personal for me.”

That personal endorsement is just as meaningful as the cute commercials. As many food brands have found, celebrity endorsements can not only raise awareness about a product but also entice more consumer purchases.

Even though the Ramsay commercials are engaging, the message behind them is vitally important. Consumers need to appreciate that Welch’s Fruit Snacks are made with whole fruit. In a food world that is moving towards more transparency, knowing that fruit is the primary ingredient can have many consumers choosing the Welch’s brand over another option.

And, for the kids who only focus on flavor, these fruit snacks bring that juicy, sweet taste that they want. When all the boxes are checked, the food purchase decision is an easy one.

Welch’s Fruit Snacks can be found at a variety of retailers. The Wholly Fruit campaign featuring Gordon Ramsay as Chief Fruit Officer will air on various platforms.