Popularity of superfruits remains high

by Staff
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There has been a 10% increase in the number of new superfruit product launches for the year ended May 2011, according to new research from Innova Market Insights.

Forty per cent of these launches were in soft drinks. In terms of specific fruit types, pomegranate represents 40% of the launches, but others growing in popularity include acai, goji and other berries. In the United States specifically behind pomegranate was blueberry with acerola and goji growing as well. In the United Kingdom focus was on pomegranate and berries, especially cranberries, blueberries and acai.

New fruits in this market have high levels of antioxidants in comparison with other superfruits. These fruits are moving into foods and beverages after previously being in supplements. The maqui berry from Chile is one of these.

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