Possible Clues:

• A-peel-ing game for word nerds?
• Word game with tiles in a fruit-shaped bag
• Game whose tiles are stored in a fruit-shaped bag
• *Crossword game that comes in a fruit-shaped pouch
• Scrabble relative played without a board [mass]
• Popular word game, or, read differently, a hint to the circled letters
• Fruity-sounding word tile game
• Cross word game?
• Fast-paced alternative to Scrabble