Who/what are they?

If you've been keeping up with the Internets and/or movie news, you've no doubt been wondering who, exactly, the Fredericks are. Well, the mystery deepens. There's finally a trailer up, but it doesn't really tell us very much. Judging from the front page, and from the very end of the trailer, I'd guess that Fredericks are some kind of fruit, but the rest of the trailer kinda throws that into question. Maybe the fruit's just a metaphor for something. All I know is that this thing has me pretty excited, which is saying something, considering how little is actually known about this project/film/whatever-it-is. I'll be keeping an eye on it.