Superfruits are the product of a strategy, not something you find growing on a tree. Superfruits are revolutionising the way consumers relate to fruit and fruit-based products and they’re growing their market fast – from 40%-100% every year. And yet just a handful of fruits have crossed over from commodity status to superfruit stardom. This book provides a checklist for superfruit success.

About this report

Superfruits are revolutionising the way consumers relate to fruit and fruit-based products and they’re growing their market fast. Even as recession hits the sales of many mainstream juice brands, successful superfuits are still enjoying double-digit growth.  

This book provides a checklist for superfruit success that is written as a practical “how-to” guide.

Based on twelve detailed case studies (see Contents below), this report sets out the six defining elements of creating a superfruit success.

Packaging and distribution, marketing communications, brand positioning and NPD are used to illustrate how simple strategies have brought major success. They are set out in a way that is intended to enable anyone to see what lessons they can apply to their own beverage or snack business and what lessons should be applied by anyone with ambitions in superfruits.

Crawford and Mellentin examine superfruit strategies for beverages, fresh fruit and ingredient sectors. This practical analysis includes examples of the brand’s communications and is illustrated with supermarket sales and ingredient sales data.

“Readers of the book will be inspired when they see the possibilities for joining and expanding the superfruit market. They see the trend. They know about the push towards health ingredients. Now we hope they will see how they can be a part of it,” says co-author Karl Crawford.