Reuters:

Edible Arrangements(R), the pioneer and leader in hand-sculpted, fresh-fruit arrangements, announced today the launch of its new “core and station” store enterprise development program and the company’s evolution into multi-unit franchising. A central component of the new strategy is Frutation by Edible Arrangements(R), a grab-and-go concept offering customers fresh-fruit smoothies and juices, fruit and green salads, dipped fruit and a variety of other fresh-fruit products.

Frutation(R), which had previously been in a pilot stage, will launch nationally and open in new markets this year helping the company reach its goal of 1,000 stores by 2010.

This new multi-unit strategy features a “core” Edible Arrangements store serving as the main location within a defined area with several smaller “station” locations surrounding the core store in high-traffic areas. The core store is a full service Edible Arrangements that offers the complete line of products, and may include Frutation menu items, whereas the station stores focus will be on Frutation while also selling some of the Edible Arrangements product line.

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