Meanwhile, applesauce in squeezable packaging is now 15% of the applesauce category and driving most of its growth.

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Or I take a fruit juice and give it to you in a wonderful squeezable form, which is Tropolis.

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Coke sells a squeezable fruit in Russia called Multon Rich Fruit Mix pouches, marketed to adults as meals on the go.

WSJ: PepsiCo's Tropolis Fruit Puree an Attempt to 'Snackify' Drinks

Fewer than six months after he first saw the squeezable fruit in Europe, Robbins was well on his way to cracking the U.S. market.

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Dr Pepper Snapple, makers of Mott's juices and applesauce, said it has considered making a squeezable fruit product but has no immediate plans to launch one.

WSJ: PepsiCo's Tropolis Fruit Puree an Attempt to 'Snackify' Drinks

"They're portable, they're squeezable so they're fun for children, but you can chuck them in bags or your purse, " said Peter Rabbit managing director, Ben Ford, in an interview.

WSJ: PepsiCo's Tropolis Fruit Puree an Attempt to 'Snackify' Drinks

In the U.S., a big maker of so-called squeezable fruit is Peter Rabbit Organics, a closely held British firm with products in more than 8, 000 outlets, including 6, 000 Starbucks Corp.

WSJ: PepsiCo's Tropolis Fruit Puree an Attempt to 'Snackify' Drinks

Its squeezable applesauce, called GoGo Squeez, sells for 99 cents. (Mott's apparently has no plans to sell applesauce in squeezable pouches.) In April, Robbins will launch three new Smashies flavors, an apple variation and two other kinds of pureed fruit.

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