SPC Ardmona says it will use the $100 million assistance package from the Victorian Government and parent company Coca-Cola Amatil to create new products.

The company says unfair cheap imports, product discounting and a high Australian dollar combined to destroy its profitability.

SPC managing director Peter Kelly hopes upgrading the Shepparton factory to manufacture new products can beat that cycle.

"You know, people say, 'you're a cannery', and yes we are.

"But we also innovate in a lot of ways.

"People didn't know that our soft serve perfect fruit that we've launched and trialled in 7-11 (convenience stores).

"They don't know about our new fruit chia that we're launching in two months' time.

"They don't know that we're having snack cups with coconut water.

"They don't know about all of those things and we have to make sure that they do know."

It is a smaller package than SPC was hoping for when it first approached the federal and state governments, but the fruit processor says it can work.

The Victorian Government will provide $22 million, while SPC's parent company Coca-Cola Amatil will provide $78 million.

It means SPC will shut and sell two of its northern Victorian factories, one in Kyabram producing IXL Jams and Taylors sauces and one in Mooroopna producing tomato products.

All of that production will be brought to Shepparton.

Customers thanked for their support

SPC Ardmona took out full page advertisements in newspapers on Friday, thanking retailers and shoppers for their support.

Peter Kelly says an unexpected upside of the recent debate about government support for the food manufacturer has been a huge lift in local sales.

"The Australian consumer has got up and gone down the aisle and made some remarkably different decisions.

"In the last two weeks we have seen a greater than 50 per cent uplift in demand for our products over that trend of the months preceding it. (It's) unprecedented."

Ian Harrison, of the Australian Made campaign, says the message is getting through to consumers that local businesses need their support.

"It's a case of people realising the importance of supporting our local industries and if we don't support them, then they will fail," Mr Harrison said.

But grocery industry analyst David McKinna says the 'sympathy buy' is not sustainable.

"Within six weeks SPC will die down and it will be out of the papers and out of people's minds and they'll lapse back to their normal behaviours, which will be very much about price and availability," Mr McKinna said.

He says it's more important that SPC has the support of supermarket retailers.

"At the end of the day, consumers buy what supermarkets have on the shelves and if supermarkets are pro local product and it's more available and more accessible, more visible, it will sell better.

"I think the supermarkets are tapping into the emotionalism that's coming through from all of this.

"It's dawned on people all of a sudden that maybe we are not going to have a food industry if we don't support it."