Angus Soft Fruits was delighted to unveil the refreshed Good Natured Berries consumer brand as it launched in Morrisons stores across Scotland. The launch marks an exciting new chapter for the brand, bringing fresh energy, colour and personality to the produce aisle while staying true to what matters most: great flavour, care and feel-good farming.
To celebrate the launch, the Good Natured Berries team hosted a standout in-store activation at Morrisons Dundee, bringing the brand to life in a way that reflected its playful spirit and strong sense of provenance. More than just a product launch, the event was a celebration of fun, flavour and the people behind the berries.
Shoppers were welcomed with a traditional Scottish bagpiper piping in the first punnet, setting the tone for a day that connected customers with the story behind the fruit. A pick-your-own experience, tractor display and plenty of berry sampling helped bring the farm into the store, creating a vibrant atmosphere enjoyed by berry fans of all ages. As one customer summed it up, “This feels like summer in the fruit aisle.”
Good Natured Berries has been developed to capture the moments of joy berries bring to everyday life. Grown with care by a dedicated family of growers and carefully selected to be bursting with flavour, the brand celebrates quality without taking itself too seriously. As Head of Marketing Jill Witheyman explains, “Berries should be fun”, and the refreshed brand is designed to reflect exactly that.
The success of the launch was driven by the creativity, passion and teamwork of colleagues across the business, alongside the continued support of growers and partners. Angus Soft Fruits would also like to thank the Morrisons team, particularly Hannah Carey and Emma Spencer, for their warm welcome and collaboration in bringing the launch to life.
The Dundee activation offered a fitting introduction to a brand that believes life is simply better with berries. To learn more, visit goodnaturedberries.com.
