Whats New in Superfruits?

One of the trends developing in food and beverage products is renewed focus on the inherent benefits of certain foods, especially such superfruits as pomegranate, açaí and goji berry, which are naturally high in antioxidants. A few key product introductions illustrate this trend.

Some products made with these fruits make specific claims as to the fruits’ antioxidant benefits, while others simply indicate the presence of the fruits and do not make associated claims. Increasingly, manufacturers assume that consumers have a better understanding of the benefits of antioxidants in the diet.

Pomegranate is relatively well established. It appears in a number of niche and mainstream products, such as PomaGrand pomegranate juice from Odwalla, Half Moon Bay, CA, which makes a claim to help protect the body by neutralizing oxidizing molecules.

Açaí is newer, but still is appearing in a wide range of products in the United States. It has the caché of its Amazon source, which is a hot sub-trend in both food and nonfood.

Hain-Celestial, New York, introduced Açaí Mango Zinger herbal tea, which does not make a specific claim regarding the benefits of açaí. Other companies do focus on the specific health benefits of açaí’s antioxidants. Kroger, Cincinnati, for example, sells its own brand of smoothies—Active Lifestyle—that has less sugar than other smoothies, active cultures to support the immune system, and the goodness of antioxidants.

Goji berries are less well established in the market, but product introductions are growing, and will continue to do so. For example, a niche company called Superfood Snacks, Lihue, HI, offers Organic Chocolate Goji Treats?chocolate-covered goji berries positioned as a “balanced fusion of raw exotic, ancient medicinal super foods and specialty ingredients from around the world.” The company says this product will help energize, replenish and rejuvenate.

Moving ahead, watch for more major companies to enter this market, and also watch for food and beverage products to address the general overall health benefits of antioxidants and superfruits, while dietary supplements will focus more on dosage and efficacy.

Lynn Dornblaser is director, custom solutions group, Mintel International Group, Chicago. Dornblaser will unveil new product trends in the “better-for-you” food and beverage arena at the upcoming Focus on the Future Executive Conference & Retreat, Jan. 22-25, 2008, in Scottsdale, AZ. For more information, log on to focusonthefuture.net.

Additional Resources

Pomegranate

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