CHICAGO — Ferrara, a related company of the Ferrero Group, is reinvigorating its fruits snacks business with the launch of a new master brand, Funables.

The new brand represents an overhaul of the Kellogg Co.’s Fruity Snacks business, which Ferrara acquired in 2019 as part of a larger deal. The $1.3 billion transaction included cookie brands Keebler and Famous Amos, along with selected pie crust and ice cream cone businesses.

The Funables brand combines newly reformulated recipes with engaging on-pack experiences. Featuring better-for-you ingredients, the reformulated fruit snacks are now fat-free and fortified with vitamins A, C and E.

“We focused on delivering a product that offers a balance between an experience that is fun for the kid with permissible ingredients parents can feel good about, which can drive overall category growth,” said Greg Guidotti, general manager, non-chocolate, at Ferrara. “This is the largest marketing spend for our fruit snacks portfolio to date, and prior to the relaunch the business was stagnant.”

Several Funables products will hit shelves in May, including Innovation Tic Tac Toe, which features an individual pouch that unfolds to become a game board, plus dual-flavored strawberry and blueberry fruit snack pieces in “X” and “O” shapes to inspire game play.

Funables fruit snacks lineup

The company also will launch DC Comics-branded fruit snacks, which feature an exclusive Batman comic strip on each pack, and Baby Shark-branded Funables, which are shaped like the characters on the new Nick Jr. television show. Also launching in May are Spirit-branded fruit snacks and Barbie-branded fruit snacks that highlight girls from different backgrounds.

“New packaging will drive brand equity, by giving more attention, space and credit to the Funables brand on shelf,” Mr. Guidotti said. “Also, with a name that is fun and succinct in nature, the new branding is meant to catch the consumer’s attention on the shelf.”

The Funables launch follows the overhaul of several cookie products acquired from the Kellogg Co. Last year saw Ferrara, in partnership with Ferrero, revamp the Keebler brand with new formulations, packaging and marketing strategies.