This brand’s mission to make every day ‘fruitful’


March 2, 2023 | By Rupkatha B

This brand’s mission to make every day ‘fruitful’

Around eight years ago in 2015 a brand called Fruitful Day was started in the UAE by three women (Marie-Christine Luijckx, Yael Mejia, Lyla Rawi) with a mission to make healthy lifestyle easier and more accessible for all. The passion to make every single day ‘fruitful’ is so deep that the brand even has a Chief Fruit Officer. From the early days, the team focused on building a recognisable brand exuding positive energy and happiness and, importantly, a name that would be trusted for its commitment to quality.

Originally started as a concept that would deliver fresh fruits to offices Fruitful Day identified the demand and soon started expanding into more verticals such as direct-to-home delivery of fresh and seasonal fruits. What’s more, the brand successfully completed two consecutive rounds of financing in October 2020 totalling over AED3 million in investments.

Alongside securing investments Fruitful Day has also witnessed a major milestone with the launch of its Fresh Fruit Pops, a healthy, natural and low-calorie alternative to ice creams. “Produced with high-quality fresh fruits and all-natural ingredients we have already launched over 25 flavours including the latest Yuzu and Mint Lemon Pops,” Luijckx shared.

Asked about top innovations undertaken by the brand, she said, “From a tech point of view, as a vertically integrated business we have developed our own proprietary order management system which tracks each order from the moment it’s placed to when it’s delivered. Whether a client orders once or places a regular subscription this innovative system has been designed to enable complete flexibility in serving different verticals.

In terms of product-centric innovation in 2022 with the return to working from offices Fruitful Day launched a healthy catering division which provides nutritious breakfast solutions. “Designed to energise morning meetings, ingredients have been carefully selected to help participants stay alert and focused. A healthy breakfast is also a small, but a meaningful way to boost employee morale,” Luijckx added.

Looking forward in 2023 Fruitful Day is focused on growing in the Fresh Fruit Pops and corporate verticals. “With awareness of the importance of eating healthy, more and more individuals and businesses are turning to healthier alternatives and we are keen to leverage this opportunity to grow the business while offering healthy options and convenience to our customers,” Luijckx concluded.

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