A BUSINESS that bills itself as ‘the world’s first fruit on wheels’ was launched at York Fashion Week in March 2019.

Fruitcase Ltd is a York-based start-up company that has designed a range of suitcases that look like your favourite fruit - not only on the outside but inside too.

Both the concept and the business was founded by friends and colleagues Jonathan Nyman and Jacob Boston.

Between them, and a very small, skilled team, they have created a complete range of products that Fruitcase Ltd will expand into. Initially launching with watermelon and orange carry-on sizes, more fruits and larger check-in sized cases will soon be available.

Fruitcases are manufactured using high-quality components and materials including 100 per cent recyclable Bayer Makrolon Polycarb, Japanese YKK zips and ultra-smooth, low-noise Hinomoto free spinning wheels.

They have launched an online marketing campaign utilising social media platforms and magazines, with ambassadors promoting both the Fruitcase and Better Globe partnership.

They are also presenting at local events including York Ethical Fashion Week, David Lloyds Gym – York, She Loves York and Dragon’s Tooth Clubhouse.

York St John University are using Fruitcase as a case study for their marketing students who will be working with the business in new marketing strategies, helping to innovate the product and design and produce social media content.

They have partnered with Better Globe and a tree is planted for every Fruitcase sold.

These trees not only help address the challenges of erosion, desertification and global warming, but also make a positive contribution to the sustainable development of local African communities.

So what’s next for Jonathan and Jacob? They say: “We’d love to tell but it’s very hush, hush at the moment.

"We’re still very new on the block but you’ll be hearing a lot from us soon.”

Fruitcase is a contender for New Business of the Year.