BRUSSELS – Belgian retailer Delhaize is launching a new line of convenience fruit products to help consumers enjoy a healthier, more balanced diet, according to ESM Magazine, a publication for the European supermarket industry.

According to a recent survey, 90% of Belgians don’t eat enough fruit. Delhaize found that its customers actually wanted to consume more fruit, but often were put off by the need to peel or slice it.

In response, the retailer has launched a line of ready-to-eat fruit under the label “Junk Fruit.” The line currently includes 10 SKUs of fresh-cut and packaged fruit snacks, and more options will be added in the future. It’s also part of the company’s effort to promote its new brand positioning: “Better eating is at the heart of better living.”

“We’re changing on several fronts, including a renewed positioning for the brand building on historical strengths; opening or refurbishing stores; focusing on quality, taste, health and convenience; and responding even better to customer needs,” said Xavier Piesvaux, Delhaize president.