A breeze of freshness and rhythm enters the world of cherries: it's called RedBeats, the new brand launched by Copefrut, one of Chile’s leading fresh fruit exporters, with the goal of winning the hearts (and taste buds) of the younger generations.
The project looks straight toward the future of global consumption: making cherries a regular purchase rather than an expensive gift reserved for special occasions. In particular, the Chinese market, one of the most important worldwide for the category, will lead the way with a localized identity and a strong emotional impact: 虹波点 (“hong bo dian”), a name evoking waves, colors and musical vibes. The message is clear: “Cherry Vibes Only”.
With RedBeats, Copefrut introduces five packaging formats designed to cover every usage occasion and every price range:
A strategy aimed at overcoming a historical limitation of the Chinese cherry market, traditionally centered on 2.5-kg gift boxes, often inaccessible for everyday consumption.
“We want to offer real choices to consumers, across multiple price tiers and for different moments of the day,” explains Andres Nawrath, sales manager at Copefrut S.A. “More formats, more accessibility, more frequent purchasing.”
RedBeats stands out through a vibrant visual identity inspired by music, designed to speak directly to Gen Z and young millennials: an audience seeking convenience, accessible quality, and products that speak their language.
This operation goes beyond simple rebranding: it represents a paradigm shift. While Copefrut’s traditional line will continue to serve the premium and festive segment, RedBeats will open new consumption spaces, encouraging more frequent purchases and expanding sales opportunities.
The launch of a brand like RedBeats reflects a more dynamic and inclusive vision of the cherry market, with the goal of improving product penetration and generating added value throughout the season.
In a global scenario that demands continuous innovation and the ability to adapt to generational shifts, Copefrut is betting on a language built on music, rhythm, and everyday habits: elements capable of turning an iconic fruit into a popular, recurring choice.
Source: www.producereport.com
Image source: Copefruit
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