Ferrara is reintroducing Kellogg’s Fruity Snacks as Funables, a fruit snacks master brand featuring better-for-you ingredients and engaging on-pack experiences.

The company said it identified whitespace in the category where families were looking for snacks with high quality ingredients and a way to make snacking enjoyable for kids. Funables combines both of these elements for a fun snacking experience, including packtivations, custom fruit snack pieces and top licensing partnerships. 

The Funables hitting shelves at retailers and grocery stores nationwide in May include:

• Reformulated recipes: Fat-free and made with real fruit puree, the fruit snacks will now be fortified with Vitamins A, C and E to create a delicious tasting snack both parents and kids feel good about.  

• New packaging: New packaging will drive brand equity, by giving more attention, space and credit to the Funables brand and creating a more cohesive and shoppable shelf block for consumers. 

• Tic Tac Toe: Will feature an individual pouch that unfolds to become a game board and fruit snack pieces that are dual flavor (Strawberry and Blueberry) and two-sided in “X” and “O” shapes to inspire game play. 

• Licensed Partnerships: Funables aims to encourage people to “Have fun. Eat it too.” with packtivations across all licensed SKUs and new licensed partnerships, including DC Comics, Baby Shark, Spirit and Barbie. 

The reimagined Barbie license strategy aims to empower girls and celebrate diversity, featuring girls from different backgrounds representing a variety of careers on pack. A portion of the proceeds from these fruit snacks will support The Dream Gap Project initiative, which gives girls resources to break barriers and reach their potential. 

Funables will be available in 10 varieties, and the suggested retail price will vary based on the size of pack. Funables will be available starting at $2.69-$3.19 for a 10-ct. box, $4.59-5.19 for a 22-ct. box and $8.49-8.99 for a 40-ct. box.