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07.22.2009

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What’s So “Super” About Superfruit?

Peaches. Strawberries. Blueberries. We all love eating fruit. So what’s so “super” about “superfruit,” you might ask? To be sure, there are untapped consumer opportunities beyond functional foods, but is the lesson of superfruit marketing that fruit products manufacturers need to develop a roving team of global fruit buyers scouring the world’s tropical forests for the next most exotic superfruit? The food industry’s preoccupation with ever-more targeted, functional foods marketing propositions has now overtaken the fruit products arena in full force.

Could it be that “superfruit” is not a kind of fruit at all but rather a new way of marketing that could potentially rejuvenate even the most commoditized of fruit product lines with the power of contemporary food trends?

This Hartman Group Point of View on Superfruit explores the broader marketing potential of superfruit beyond jumping on the latest nutritional bandwagon (i.e., antioxidants).

Download The Hartman Group’s POV on Superfruit >>

Growth opportunities in Superfruit and Functional Foods? Let the Hartman Group Innovation and Consumer Research team help you make the most of your brand’s growth potential. Contemplating a new product or need to revitalize an existing brand? Contact us today>>

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OPPORTUNITIES IN FUNCTIONAL FOODS

Scientific vs. inherent: Creating relevant functional products in the new food culture >>

The functional category continues to entice companies in today’s food and beverage sector. While there is little question that the food and beverage industry’s preoccupation with the functional category will continue unabated, what remains to be seen is where and how our changing culture of food will play along. Consumers are differentiating functional foods along a continuum that ranges from "scientifically" functional to inherently functional. And for consumers, a happy medium exists between these two.

Download the full Hartman Group Functional Foods POV Paper >>