Fruit Pack: Anne Caballé-Keyworth

Fruit Pack: Anne Caballé-Keyworth


Fruit Pack is an ingenious all-fruit puree health snack for kids that speaks directly to an increasingly health-conscious parent market. Contained in a nifty mess-free pouch with resealable cap, it’s free of the usual added preservatives, flavourants, colourants and sugar that parents are keen to avoid. But founder Anne Caballé-Keyworth learned from first-hand experience that having a great product is not enough to make a business work.

“The tipping point really came when I implemented a new marketing strategy and got a PR person to work on the product. We looked at the opportunities presented by baby expos to get the product out there, and also decided to target key retailers. Previously I was trying to market the product myself and it just wasn’t as effective,” she says.

The PR drive generated over R350 000 worth of editorial exposure, and in less than six months, Fruit Pack established a national network of distributors, built up a solid database of online customers, and signed a significant deal with a prominent retailer. As Caballé-Keyworth says, “We’re listed in Baby City shops, Spar on a national basis and some independent retailers. Every month, we see good growth.” – JULIET PITMAN

Vital Stats

Player: Anne Caballé-Keyworth

Company: Fruit Pack

Started in: 2009

Contact: +27 (0)21 422 2545;

Juliet Pitman
Juliet Pitman is a features writer at Entrepreneur Magazine.