Fresh and Dipped Fruit

• Fruit Arrangements are the bulk of Edible’s sales and performance (55%).  

• In 2023, Arrangements generated $235.7M in sales.  

• Our top 10 bestselling Arrangements comprise 21% of total Arrangement Category Sales. 

• Simply Edible is the top selling arrangement ($21.1M in 2023), followed by Rainbow and Butterflies Bouquet ($12.4M in 2023). 

Arrangement Bases 
 

 
Edible also carries: 

• Seasonal Arrangements (seasonal fruit, toppings, or sprinkles) 

• Novelty Arrangements (a themed arrangement, example ‘rainbows & butterflies’) 

The HOW 

Fruit Prep & Quality 

• Strawberries should be bright red, shape within specs (1.75”-2.15” long), no bruising or discoloration, no white around shoulders / stem; stems should be bright green, fresh. 

• Melons should be green or bright orange, firm texture (not over ripe). 

Note: If quality does not meet the standards, the photo shoot will not proceed. 

Fruit Prep 

• There should be no rind showing on the melon or pineapple. 

• Pineapple edges should be clean, with no strings/fibers. 

Container 

• Color preferred (if using white, environment must make the arrangement stand out). 

Dipping Standards 

• Chocolate on dipped fruit should be uniform and smooth, with no clumps. 

• Strawberries - boxes should be ¾ dipped; arrangements should be ½ dipped (minimum). 

• Toppings and drizzles should be on the chocolate, never on the strawberry. 

• Chocolate color should be consistent, rich, a satin consistency (not a “wet” appearance). 

• Coverage should be even, smooth (especially for fully dipped pineapple), clean edges where chocolate meets fruit. 

Designing Procedures & Placement 

Foam 

• Our proprietary foam comes in 2 sizes: small and large. 

• The foam was created to fit into our containers allowing the skewers to be inserted easily but securely.  

Skewers 
 
 

 Fruits & Kale 

• Kale is used to hide the mechanic of an arrangement. It is tucked between the inside of the container and the foam.  

• Melon tips should always point upward; expose fruit center. 

• Feature pineapple shapes (space evenly, do not upstage, overlap / side by side, or hide with surrounding fruit). 

• Kale should never hang below the rim of the container. 

• Balance the distribution of color and fruit mix. 

• Pull up the featured ingredients slightly higher to make sure that they are prominent. 

• Fruit should be evenly spaced, no gaps exposing kale, no open or see through spaces. 

• No ‘same’ fruit types together / touching (unless the design calls for it). 

• Maintain vibrant colors by surrounding dipped fruit with non-dipped fruit. 
   

Photoshoot 

• Camera angles must focus on the arrangement, containers are secondary. 

• Avoid low camera angles as much as possible. 

• The featured shape(s) should be turned out slightly toward the camera. 

• Image of the arrangement not to exceed 66% of the total fruit count in the arrangement. 

• The CMO will approve on site and document any necessary changes outside of the approved photo shoot guidelines and circulate these to the upper management team. 

 
Fruit Arrangements Packaging 
 

Tins  

Customizable Packaging 

• Customization has become an increasing trend over the years. 

• Consumers see the value in a product that is custom-made according to their wishes and needs. 

• Offering customization heightens the customer experience, increases engagement, revenue, and margins. 

• Edible offers customization through different packaging options: 

• Customizable container insert 

• Customizable 12ct Dipped Fruit Box sleeve  

• Customizable flower vase insert 

 
FRUIT BOXES 

The WHY  

• Boxes generated $55.3M in 2023, with Dipped Fruit bringing in the bulk of sales at $45.8M. 

• The Boxed Fruit option was created to provide guests with an easy, giftable way to enjoy Edible’s scrumptious fruit offerings for any occasion! 

 
The HOW 

• Edible offers pre-made fruit boxes within bundles as well as a “Create Your Own” options. 

• Evolving packaging with a focus on functionality so a box can be used across multiple categories. 

• Our box offerings include the following: 

• 12ct Dipped Fruit Box (most popular) 

• 6ct Large Dipped Fruit Box (popular) 

• Petite Treat Box 

GATHERINGS 

PLATTERS 

The WHY 

• Growth opportunity for new revenue stream through B2B, events and 3rd party catering. 

• Guests gravitate toward platters for events and gifting.  

• Platters are an approachable offering that can be enjoyed and saved for later using the lid and can be refrigerated for later consumption. 

The HOW 

• Edible carries two platter sizes: a 9in and a 12in. 

• The 9in platter is an offering under the $50 price point and an appropriate size for one person to receive as a gift.  

• The 12in platter is a shareable offering perfect for an office event, a party, or a family gathering. 

• We use occasion centerpieces to help with operational efficiencies. 

 
Design and Placement  

• Platters are built from the outside in, to ensure all products are secured. 

• All strawberry platters must be secured with grapes in the center. 

• Cupcakes don’t go on 9in platters because the icing is too high for the lid. 

• 10 cheesecakes - or 12 cupcakes - fit on the outside of a 12in platter. 

• 5 cupcakes - or 4 premium cookies - fit on the inside of a 12in platter. 

       Happy Birthday Fruit and Dessert Platter         Whooo’s Celebrating Graduation Fruit Platter 

 
DESSERT BOARDS  

The WHY  

Our 24in Dessert Boards launched in July 2022 as an elevated version of our platter category and a keepsake for guests. Dessert Board sales have proven to be a huge seller during holidays. In December 2023, dessert board sales reached $5M.  

• Dessert Boards tap into the consumers desire for indulgence and comfort, which spiked during the early months of the pandemic. 

• The rising popularity of boards is a natural extension of the cheese and charcuterie boards. 

• Boards allow for an assortment of offerings, something for everyone to enjoy. We are aiming for these to be a gathering go-to! 

The HOW 

• Edible carries 3 dessert board sizes: a small (9in), medium (12in), and large (24in) to offer different price points to our guests. 

• The small and medium boards launched in Summer 2023.  

• We are continuing to innovate around all sizes of boards.  

Design and Placement  

• Chocolate on dipped fruit should be uniform and smooth, with no clumps. 

• Pineapple slices should always be patted dry to prevent the juice from running. 

• Use grapes and blueberries as fillers.  

• Generally, Bakeshop items are grouped together by type (cupcakes, cookies, etc.) 

• Oranges are used in half increments: 4 slices (1/2 orange), 8 slices (whole orange), etc.