Fruitist launches at Whole Foods Market UK with bold Kensington High Street flagship display

We're thrilled to announce that Fruitist GoBerry, our snackable fresh blueberry range designed for on-the-go eating, has officially launched in the UK for the first time — and we couldn't have asked for a better home to debut it.

Starting January 28, GoBerry is available exclusively at Whole Foods Market locations across the UK, with further expansion planned throughout 2026.

Berries, Reimagined for Real Life

We've always believed blueberries deserve a bigger role in your day than just sitting in the fridge. GoBerry was built to take berries beyond the kitchen and into the moments that matter — your morning commute, a workout, a hike, or travel. The format is clean, convenient, and packaged with purpose: GoBerry features paper-based packaging designed to reduce plastic use.

The launch is supported by a prominent window display at Whole Foods, showcasing GoBerry's bold branding and making the case for fresh berries as a genuinely modern snack.

Why Our Berries Are Different

Fruitist specialises in larger, firm-textured blueberry varieties developed through partnerships with leading global breeding programmes. Every berry is selected for size, crunch, flavour, and durability — qualities that make them ideal for snacking on the go, not just for topping your morning yogurt. Repeatable eating is the goal: once you try one, you want another.

A Brand Built for Today's Consumer

Since introducing the Fruitist brand in 2020 — formerly known as Agrovision — we've achieved over $1 billion in lifetime sales, with $400 million in revenue over the past 12 months alone. Today, we sell through more than 12,500 stores across 28 countries. The UK represents an important and growing chapter in that story.

Our marketing is designed to reach health and style-conscious consumers through culturally relevant content, creative partnerships, and elevated brand storytelling — with the goal of repositioning berries within contemporary snacking culture.

Pascal Orphal, our Director of Business Development, put it well: "UK consumers are increasingly looking for healthier snack options that fit into busy, on-the-go lifestyles. Whole Foods Market is known for championing quality-led, innovative brands, making it the perfect retail partner to introduce Fruitist GoBerry — fruit designed to perform like a snack product while maintaining the integrity of fresh produce."

What's Next

While blueberries remain our core product, we're actively expanding into premium blackberries, raspberries, and cherries, with new varieties and formats in development for European retail and foodservice. There's a lot more to come.

Find GoBerry at your nearest Whole Foods Market — and stay tuned.