From Our Print Edition

Functional blends, more affordable organic frozen fruit options and the industry’s first keto-certified smoothie kits promise continued growth for one of the pandemic’s biggest winners.

[hr]

Now more affordable than ever, organic frozen fruit in unique blends is a hot seller at many chains.

Concerned about the safety of fresh produce and uncertain over when they might get to the supermarket again, health-minded consumers loaded their freezers with enough frozen fruit to get them through the worst of the COVID-19 crisis. As a result, sales skyrocketed 50.0% during the 12 weeks ended May 17, making fruit one of the pandemic’s biggest winners, according to Chicago-based market research firm IRI (iriworldwide.com). The question is: Will those gains hold up once fresh fruit is back on the table? Manufacturers we talked to certainly think so.

“We believe large numbers of new consumers purchased frozen fruit for the first time in many years,” says Dave Williams, senior vp of marketing at Firestone Pacific Foods (firestonepacificfoods.com), Vancouver, Wash. However, “They quickly realized that the frozen fruit they remembered from their youth is long gone. Thanks to modern growing and freezing practices, the quality of these superfoods has improved dramatically.” So yeah, he adds, consumers will definitely be back for more. But they also expect more.

While fruit is inherently healthy, smoothie drinkers in particular are looking for products that offer additional attributes, says Fatma Kokon, senior business manager, frozen, at Dole Packaged Foods (dolesunshine.com). To meet that demand, she continues, the Westlake Village, Calif.-based company just rolled out three new Boosted Blends that use cube technology to deliver key nutrients – so consumers don’t have to add a thing. Available varieties include Blueberry & Banana Protein (with whey and almond butter cubes), Pineapple & Mango Energy (with matcha green tea cubes) and Strawberry & Pineapple Vita-C (with acerola cubes).

Dole is also rolling out what it believes is the first keto-certified smoothie kit. “We know the keto diet and fruit don’t go together,” says Kokon. “But so many consumers complained about having to sacrifice the smoothie experience that we had to do something.” So the company created a special blend of raspberries, strawberries, blueberries and avocados that contains only 8 grams of net carbs per serving. Offered in 12-ounce bags, it’s available now at ShopRite and is expected to roll out nationally this fall. “But we hope this is just the first in a long line of keto fruit products because it’s important to consumers’ health to include fruit in their diet,” says Kokon.

ORGANIC GRABS BIGGER SHARE

Another specialty product that’s gaining momentum is organic frozen fruit. “This is the first time in the 89-year history of our company that we’ve processed more organic fruit than conventional,” reports Josh Scheel, sales and marketing vp at Scenic Fruit Co. (scenic fruit.com), Gresham, Ore. “From frozen berries and tropical fruit to exotic newcomers like dragonfruit, consumers seem to be voting with their wallets for organic and non- GMO certified products.”

Dole’s fi rst-to-market Keto Berry Blend contains just 8 grams of net carbs.

The good news for consumers is more organic acreage coming online means a continued reduction in organic prices as well as the gap between conventional and organic fruits, adds Williams. His company is offering more unique blends that include both berries and tropical fruits, including a new Organic Morning Sunrise variety that features pineapple, peaches, strawberries and mangos.

Scenic Fruit is also expanding its organic smoothie offerings, rolling out a green blend that combines diced avocado, bananas and pineapple with kale cubes. “Each ingredient offers a unique health benefit, but they work well together to create a great taste and mouthfeel” says Scheel. The new blend comes in multi-packs featuring 8-ounce single-serve units that take the guesswork out of smoothie preparation. That same need for convenience is also driving strong sales of pre-made acai bowls, adds Scheel.

But manufacturers also report very strong sales of big bags for heavy users looking to save a little dough. In fact, Carver, Mass.- based Cape Cod Select (capecodselect.com) will be introducing 40-ounce bags of its smoothie-friendly Power Berry and Tropical Blends later this year, reports marketing manager Amelia Houde. Both large and small bags “have been flying off the shelves,” but if all of the new users who entered the category for the first time during the pandemic become regular buyers, retailers could see more demand for bulk sizes, she says.

Whatever the size, continues Houde, retailers really need to give frozen fruit its own signage. “A lot of retailers still have it under ‘frozen desserts’ or ‘toppings,’ which are typically associated with sugar and sweets while frozen fruit is all natural and healthy. Just changing the sign to ‘frozen fruit’ will attract health-conscious shoppers looking for nutritious, affordable options for their families.”

FROZEN FRUIT

Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended May 17, according to Chicago-based market.

[hr]