«Limited editions give us the opportunity to communicate in an even more disruptive way»
True Fruits is a German company founded in 2006 and dedicated to the production of high-quality natural smoothies. With a strong presence in Europe, the brand is characterized by its commitment to the purity of its ingredients, disruptive communication and its designs. The company also supports upcycling, using 100% recyclable glass containers.
What is the history and philosophy of True fruits?
True fruits was founded in Germany in 2006 by three friends, Marco, Inga and Nic, from a university project, with the aim of innovating in the smoothie market by offering a natural and valuable product, of high quality in every sense. Without additives or frills.
And that’s how our philosophy came about: everything we do, we try to do without gimmicks. For our products we rely solely on 100% natural ingredients. We are authentic, we operate strictly according to our “no gimmicks” principle, but we don’t take ourselves too seriously.
What led you to come to Spain?
Today, True Fruits is the number one smoothie brand in Germany, with a great projection and international growth. And Spain, of course, was already on the radar. In Spain we are fruit and juice consumers, and, let's be honest, the weather is also on our side. So we wanted to be present, offering True Fruits as a high-quality option. That little treat for the laziest, for those who want to take their daily dose of fruit anytime, anywhere.
Are all your products made with natural fruit?
Yes, 100% fruit smoothies, only 100% natural ingredients. Concentrates, added sugars, stabilizers, colorants and anything “artificial” have no place in our bottles!
Where are they produced and where does the fruit come from?
We produce our smoothies in Germany, but in our search for the best fruits, we source them from all over the world. In fact, you could say that our smoothies are a “mix of cultures.” For example, our Kesar mango comes from India, our passion fruit comes from Ecuador, and our apples come from various orchards in Germany. We also let our fruits ripen naturally on the tree or bush to develop their full flavour and vitamins (and they taste even better that way), rather than harvesting them early and then ripening them in shipping containers.
They are available in 250ml formats. Why did you choose this size?
Yes, in Spain we have 250ml formats available, a size that provides a perfect portion of fruit to consume anytime, anywhere. In other words, the perfect-sized snack to take with you.
What measures do you take to ensure that both your production and packaging are sustainable?
We don't like plastic, in fact, we hate it. And that's why our bottles are made of glass, 100% recyclable, of higher quality and also obviously more sustainable. In addition, they can be reused once finished so they can have a second life with our upcycling gadgets.
What material do you use for your packaging?
For us, the concept of quality does not end with the content, but also includes the packaging. That is why we package our smoothies in the highest quality material: glass. Unlike PET plastic, glass does not exchange information with its surroundings. In other words, glass is like a safe, it has no taste and does not transmit any. Glass maintains the stability and quality of the product, and it is also much more beautiful. It is also ideal for reusing the bottle after finishing it. To store nuts, seeds, use it as a piggy bank or for whatever you want.
Why do you offer limited editions? How did the idea of creating a new one come about?
We like to speak clearly and without reservations. And limited editions give us the opportunity to communicate in an even more disruptive way, they give us the opportunity to create and play. In short, limited editions without limits to entertain (and entertain ourselves) and to surprise.
In Spain we have already launched 10 limited editions, some like 'Te Quiero' (for Valentine's Day), 'El juego de la botella' or even a limited edition that we made together with Leticia Sabater. And all those that are yet to come.
This summer, you launched the limited edition Total Protection, a smoothie that looks like sunscreen. How has it been received?
This summer we launched a limited edition sunscreen-like container, which allowed you to store all your belongings in it once you'd finished your smoothie so they were safe from thieves on the beach. And it's been very well received, we wanted to launch a fun and pretty limited edition for summer and it's worked really well. We got a lot of buzz on social media, with comments and content from people who loved it, and they sold out in supermarkets straight away!
It is a container that, once empty, can be reused. You also have a selection of gadgets that can be added to the containers that are fixed references to give them a second use. How did this idea come about?
Our smoothie bottles can be 100% recycled, but the truth is that many of us agree that they are too pretty to throw away. We have long since entered the wonderful world of upcycling to give our bottles a new life after the last drink. Your empty True Fruits bottle can become a spice rack, a sugar bowl or even an ashtray, gadgets that can be purchased through our website www.true-fruits.com/en/Upcycling/.
In Spain, four original flavours are available: yellow, pink, purple and mint. Have you thought about launching more common flavours, such as orange, lemon…?
That's right, in Spain we have 4 flavours available in 250ml formats: yellow (with Kesar mango “the king of mango” and passion fruit), pink (with pink pitaya, soursop and guava), purple (with blueberries, raspberries and red and black currants) and mint (with pineapple, mint and cashews). In Germany there are more flavours and formats but here we have just started, so give us a little more time to be able to offer many more flavours.
Do you plan to expand the range of flavours in the Spanish market?
We have no proof, but we have no doubt either.
