Simplyfruit

What Simplyfruit does

Simplyfruit is a Northern Ireland-based fresh fruit processing company that manufactures branded and own-label fresh-cut fruit products for the UK and Ireland. The company operates a single manufacturing facility at Carn Industrial Estate, Craigavon, running an end-to-end process from raw fruit intake through washing, sanitising, portion control, packaging and dispatch, with automated precision equipment for peeling, cutting, and weighing and strict temperature control below 5°C across storage and distribution. Its portfolio spans 20 branded product lines covering single-fruit packs (pineapple, mango, melon, grapes, apple slices, watermelon, pomegranate), mixed fruit salads, and combination pots, with packaging ranging from 50g single-serve bags to 550g sharing pots. In 2025 the company extended into beverages with Sparkling Pink Lady Apple Juice, its first non-fresh-cut SKU.

Revenue is generated through two principal streams. The dominant stream is B2B supply of both branded and own-label lines to retailers (Tesco, Euro Spar), food-service operators, and wholesale distributors across the UK and Ireland. A secondary, smaller stream is direct-to-consumer sales of branded products through the company's own e-commerce storefront at simplyfruit.com. Pricing for the DTC juice line is published in three multi-pack tiers (£15 for 12 x 250ml, £29 for 24, £40 for 36); B2B pricing is not publicly disclosed. Marketing is primarily content-led (blog, Instagram, Facebook) with community sponsorships of Armagh GAA and Portadown Football Club.

Sustainability is a stated operational priority, with on-site waste heat recovery, biogas production, and 100% recycled packaging cited across company materials. The company self-describes as Ireland's largest fresh fruit manufacturer and as an innovator within the produce industry. The company is privately held, headquartered in the United Kingdom, and serves only the UK and Ireland markets. No funding rounds, headcount figures, management team bios, awards, patents, or M&A activity are disclosed in the available data.

Name

Simplyfruit

Legal name

Simplyfruit

Website

https://simplyfruit.com

Company type

Private

Operating status

Operating

Short description

Simplyfruit is Ireland's largest fresh fruit processing manufacturer, producing 20 branded fresh-cut fruit product lines plus own-label supply for retailers, food-service operators, and wholesale distributors across the UK and Ireland.

Ownership category

akta.pro rank

Product category

Fresh-Cut Fruit Processing

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Fresh-Cut & Value-Added Produce (Washed, Peeled, Sliced, Packaged) (AFAKAFAA)

akta.pro secondary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

Keywords

• Fresh-cut fruit
• Fruit processing
• Ready-to-eat fruit
• Foodservice fruit supply
• Fruit juice production

Headquarters

HQ city

Craigavon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. B2B Fruit Supply: Supply of fresh, processed fruit products to retailers, food-service companies, and wholesale distributors across the UK and Ireland. Includes both branded products (20 branded lines) and own-label lines to major retailers.
2. Direct-to-Consumer E-commerce: Online sales of branded fruit products including Sparkling Pink Lady Apple Juice and fresh fruit packs through the company website store.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Simplyfruit manufactures branded fresh-cut fruit products through automated precision processing and supplies both branded and own-label lines to retailers, foodservice operators, and wholesale distributors across the UK and Ireland. The portfolio spans 20 branded product lines from single-fruit packs to combination fruit pots, with packaging sizes ranging from 50g single-serving bags to 550g sharing pots. In 2025, the company launched Sparkling Pink Lady Apple Juice as its first beverage product and sells directly to consumers through its online store.

Product overview

Simplyfruit is Ireland's leading fresh fruit processing company offering a portfolio of 20 branded fruit product lines. The product range includes fresh-cut fruits (Pineapple, Mango, Melons, Grapes, Apples, Watermelon, Pomegranate Seeds) and mixed fruit salads (Classic Fruit Salad, Exotic Fruit Salad, Fruit Trio, Fruit Medley). Packaging options range from single-serving 50g snack bags to 550g sharing pots. Additionally, Simplyfruit provides own-label lines to major UK and Ireland retailers. The company also launched Sparkling Pink Lady Apple Juice as its first-ever beverage product, marking entry into the drinks market.

Differentiator

Problem solved

Functional benefit

Products and services

• Pineapple Fresh pineapple chunks processed using automated precision peeling, cutting, and weighing for consistent portions, temperature-controlled below 5°C upon arrival. Sold to retailers, foodservice operators, and wholesale distributors, and available via the Simplyfruit online store.
• Pink Lady Apple Slices Pre-sliced Pink Lady apple portions, part of the Simplyfruit core product line and used as the base ingredient for the Sparkling Pink Lady Apple Juice. Intended for retail and foodservice customers seeking convenient apple portions.
• Mango Processed mango chunks, one of the most popular fruits in the Simplyfruit range, rich in vitamin C and vitamin A. Sold as part of the 20 branded product lines to retailers and foodservice customers.
• Melon Medley Mixed melon fruit pot combining different melon varieties for variety and flavour. One of the 20 branded Simplyfruit product lines supplied to retail, foodservice, and wholesale customers.
• Melon & Grapes Fruit pot combining melon and grape portions, one of the 20 branded Simplyfruit product lines targeted at retail and foodservice customers.
• Classic Fruit Salad Traditional mixed fruit salad offering familiar fruit combinations. One of the 20 branded Simplyfruit product lines supplied to retail, foodservice, and wholesale customers.
• Exotic Fruit Salad Tropical fruit combination bringing a taste of sunshine with mango and pineapple. One of the 20 branded Simplyfruit product lines targeted at retail and foodservice customers.
• Melon Single-fruit melon portions, one of the core Simplyfruit product offerings within the 20 branded product lines.
• Pineapple Fingers Spear-shaped pineapple portions designed for easy consumption. One of the 20 branded Simplyfruit product lines supplied to retail and foodservice customers.
• Apple, Grapes & Cheese Combined fruit and cheese snack pot featuring apple slices and grapes with cheese. One of the 20 branded Simplyfruit product lines targeted at retail and foodservice customers.
• Watermelon Fans Fan-shaped watermelon portions, high in water content for hydration. One of the 20 branded Simplyfruit product lines supplied to retail and foodservice customers.
• Pomegranate Seeds Prepared pomegranate arils rich in antioxidants and fibre. One of the 20 branded Simplyfruit product lines targeted at retail and foodservice customers.
• Fruit Trio Three-fruit combination portion, part of the 20 branded Simplyfruit product lines supplied to retail, foodservice, and wholesale customers.
• Grapes Prepared grape portions, one of the most popular fruits in the Simplyfruit range. Part of the 20 branded product lines supplied to retail, foodservice, and wholesale customers.
• Fruit Medley Mixed fruit combination pot offering variety of fruit portions. One of the 20 branded Simplyfruit product lines supplied to retail, foodservice, and wholesale customers.
• Sparkling Pink Lady Apple Juice 250ml Award-winning sparkling pure apple juice made from 100% cold-pressed Pink Lady apples, with no added preservatives, sweeteners, or sugar, and lightly carbonated. Packaged in recyclable 250ml cans and sold via the Simplyfruit online store in packs of 12, 24, or 36 units. Targeted at health-conscious consumers seeking a premium no-added-sugar sparkling apple juice.

Quantifiable outcome

• 20 branded product lines with packaging from 50g to 550g
• +1 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Special Fruit: Belgian fresh-cut exotic fruit and vegetable supplier serving European retailers and foodservice with ready-to-eat prepared fruit. Directly comparable to Simplyfruit on product range (pineapple, mango, melon, exotic blends), automated processing, and B2B retailer supply model.
• BerryWorld: UK-headquartered fresh berry specialist that has expanded into prepared fruit and smoothie ingredients for major UK and European retailers. Comparable to Simplyfruit as a category specialist selling premium, ready-to-eat fruit SKUs through retailer private-label and branded programmes.
• Berry Gardens: UK grower-owned berry producer and packer supplying soft fruit to leading UK retailers including Tesco. Comparable to Simplyfruit as a UK-based fresh-produce supplier embedded with major grocers, with similar cold-chain requirements and 50-550g retail pack formats.
• Fresca Group: UK-based fresh-cut produce manufacturer supplying prepared fruit, salads, and vegetables to major UK grocers and foodservice operators. Directly comparable to Simplyfruit in product format (washed, peeled, sliced, packed fresh produce), customer base (UK supermarket chains), and automated processing model.

Broad incumbents

• Chiquita Brands International: Global banana and fresh produce brand with growing value-added fresh fruit programmes for European and North American retailers. Overlaps with Simplyfruit's fresh-cut, ready-to-eat positioning and retailer supply model, but at multi-continent scale.
• Fresh Del Monte Produce: Vertically integrated global producer, distributor, and manufacturer of fresh and fresh-cut fruit including pineapple, melon, mango, and prepared fruit cups. Comparable to Simplyfruit's tropical fruit focus, pre-cut packaging range, and B2B supply into grocery and foodservice channels.
• Taylor Farms: One of the largest fresh-cut produce manufacturers in North America, supplying washed, sliced, and packaged fruit and vegetables to retailers and foodservice. Comparable to Simplyfruit in automated precision processing, retailer private-label supply model, and ready-to-eat fruit cup product formats.
• Fyffes: Ireland-headquartered global fresh produce company (now part of Dole plc) with strong banana, melon, and pineapple programmes across the UK, Ireland, and Europe. Overlaps with Simplyfruit in Irish origin, tropical fruit sourcing, and UK/Ireland retail relationships, though operating at vastly broader scale.
• Dole plc: Ireland-domiciled global fresh produce major spanning bananas, pineapple, berries, and value-added fresh-cut fruit across 70+ countries. Comparable to Simplyfruit through its Dole Ireland fresh-cut operations and overlapping tropical fruit sourcing/processing capabilities.
• Greenyard: Belgian fresh, frozen, and prepared produce group serving European retailers, including pre-cut fruit and convenience formats. Comparable to Simplyfruit's fresh-cut fruit positioning, automated processing, and European retailer supply model, though spanning fresh, frozen, and prepared categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/simplyfruitirelimited
• Instagraminstagram.com/simplyfruit
• LinkedInlinkedin.com/company/simplyfruit-ire

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simplyfruit