Since the COVID-19 pandemic, there has been a growing awareness of health and an increasing demand for healthy snack products. This trend plays perfectly into the hands of Fruit Layer, which aims to meet this need with its fruit chips. "In collaboration with KU Leuven, we have developed a unique drying process, which has been well received by consumers. As a result, we have recorded significant structural growth in recent years," says Bert Lodewyckx of Fruit Layer.
The Flemish company was founded four years ago. "It actually happened by chance. I had spent my entire career working for a family company specializing in liquid egg products for the food service industry," Bert continues. "Then, four years ago, I came across an innovation that allowed us to dry apples using air. I can't reveal all the details, of course, but unlike many other fruit snacks or crisps, our process does not involve frying. It is a very healthy method of processing, which makes it unique. Eventually, we built a prototype and refined the process over the years to where it is today."
"I can honestly say that I've become passionate about this industry. Of course, there was a lot to learn at first, but I've fully embraced it. I even planted apple trees behind my house, despite being allergic to the fruit. Interestingly, I can eat the apple chips because they are heated, which allows me to stand behind our product with full conviction."
Fruit Layer's first major partner was the Belgian retailer Colruyt. "They approached us at a very early stage, expressing interest in adding apple chips to their nut and dried fruit range. That collaboration proved successful, as our chips are now available in all Colruyt and Okay stores across Belgium. For our apple chips, we primarily use the Magic Star apple, which forms the basis of our partnership with Colruyt. However, we also use Jonagold and Greenstar apples for consumers looking for a different flavor. Additionally, we have expanded our range to include pineapple and sweet crisps."
And business is going well. "Healthy snacking has become very popular since the COVID-19 pandemic. During that period, we saw a sharp increase in sales. While things remained steady afterward, we are now seeing strong growth again in demand for healthy alternatives. It's a great way to bring the focus back to health," says Bert.
This success has led to a focus on the food service industry in Belgium and neighboring countries, in addition to retail. "Our initial goal was to introduce our product locally and grow organically from there. We are now starting to see that strategy pay off. For example, we have a partnership with Brussels Airlines, which uses our pineapple chips in cocktails, as well as with Hanos in the Netherlands. Furthermore, we are present at trade fairs worldwide, exploring new markets. Whether it's closer to home, such as Germany or France, or overseas in the U.S., we want to seize every opportunity to expand into new markets."
For more information:
Bert Lodewyckx
Fruit Layer
Steenoven 38
B-3945 Ham, Belgium
+32 (0)2 427 27 63
info@fruitlayer.com
www.fruitchips.be