A new report, “Superfruit”, highlights the bright future of fruit in the functional food sector. Inspired by consumer desire to obtain health benefits in a natural way, Julian Mellentin, author and food, nutrition and health specialist, examines the marketing of fruit and its halo of health.

In a series of eight detailed case studies, the report highlights effective marketing techniques based on the intrinsic healthfulness of fruit, which Julian Mellentin believes “may become the guiding strategy for food producers everywhere.” By examining how and why certain fruits have been so successful, key lessons can be learnt by fruit producers as well as food and beverage manufacturers who stand to benefit significantly from this trend.

Fruit is set to be the biggest beneficiary of the growing tendency toward natural, intrinsically healthy choices. Already sales of blueberries have soared and pomegranates have become the success story of the last two years. This trend is further illustrated by cranberry juice, whose sales have risen enormously since 1994, when it was revealed that it aids the reduction of urinary tract infections (UTI).

The author, Julian Mellentin, is director for the Centre for Food Health Studies, an international organisation that provides research, analysis and forecasting of the global nutrition business. He is also editor of industry journal New Nutrition Business and has co-authored several books including Functional Foods Revolution, Healthy People Healthy Profits? And Commercialising Innovation: The Food and Health Marketing Handbook..
Copies of Superfruit are available for £100/€150/$180 from www.new-nutrition.com as well as from resellers such as www.marketresearch.com and www.just-food.com.

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For further information please contact: New Nutrition Business, The Centre for Food & Health Studies, Crown House, 72 Hammersmith Road, London, W14 8TH.
Tel: +44 (0)207 533 6598, Fax: +44 (0)207 533 6600. Or visit www.newnutrition.com