Another popular trend in the health arena is Superfruits. Although products that emphasize the use of Superfruits are well-established in the market, Crofter’s Foods has found a gap in the organic sweet spreads field. Its recently launched Organic Superfruit Spread taps into three strong trends: Superfruits, provenance and natural. The brand not only uses 10 different Superfruits in the four flavors of spread, but also features fair trade sugar and is marketed as antioxidant-rich. Crofter’s Foods extends deeper into the provenance trend by creating four regional blends: North America Blend is made with wild blueberries, cranberries and Morello cherries; South America Blend is made with maqui berry and passionfruit; European Blend is made with pomegranate and blackcurrant; and Asian Blend is made with yumberry and raspberry.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail