RedBeats Launched: New Cherry Brand Targets Younger Consumers

Copefrut, one of Chile’s leading fresh fruit exporters, has introduced RedBeats, a new brand of Chilean cherries created to capture the next generation of consumers. In China, the brand will launch under the localized name “虹波点” (“hong bo dian”), a playful and rhythmic identity inspired by music, movement and energy. The name captures the brand’s core message: “Cherry Vibes Only.”

The brand represents a strategic bet on a different growth opportunity: making cherries an everyday purchase rather than a once-per-season gift. RedBeats will be available in five formats — 120 grams, 240 grams, 360 grams, 1 kilogram and 2.5 kilograms — directly addressing a market constraint that has limited category growth. Cherries in China have traditionally been sold primarily in large 2.5-kilogram gift boxes priced for special occasions, creating a barrier to frequent consumption.

“We’re giving consumers choice at different price points and usage occasions,” said Andres Nawrath, sales manager at Copefrut S.A. “A 120-gram pack for personal snacking, a 360-gram format for families, a 2.5-kilogram box for gifting, all under one brand. Choice and accessibility drive frequency.”

The brand’s vibrant, music-inspired identity is designed to make cherries feel more approachable and fun for Gen Z and young millennials who prioritize convenience and accessible quality over formal gifting occasions.

For retailers, the proposition is straightforward: while Copefrut’s flagship line continues to serve high-value festive demand, RedBeats creates incremental revenue by unlocking new purchase occasions throughout the season. The new multi-format approach allows trade partners to capture both premium seasonal sales and sustained volume through higher basket frequency, turning cherries from a once-per-customer category into a repeat-purchase opportunity.

Images: Copefrut