Photo courtesy of EFCO Productions inc.

Unique flavors continue to infiltrate the fruit filling market. During the last seven years, traditional flavors, such as apple, cherry, blueberry and strawberry, started receiving competition from tropical flavors, such as pineapple. Then as pineapple became familiar, guava entered the market. Now the next generation of exotic fruits, or superfruits, such as goji berry and açai, are appearing more frequently.

“The demand isn't only there from a flavor standpoint. The interest in these fruits is because of the antioxidant properties and perceived health benefits,” says Dave Miller, vice president sales, EFCO Products Inc., New York. “People feel like they are experiencing something new with these fruits, which are becoming more popular and appearing in mainstream menus.”

“We are seeing more interest in the use of superfruits — pomegranate and açai in particular — blended with traditional fruits, such as blueberries,” agrees Bob Holz, vice president industrial sales division, Lyons Magnus, Fresno, Calif.

Blueberries, both a traditional fruit and a superfruit, commonly are used in fillings for pies, cakes, pastries and tarts. “Formulating with blueberries is also attractive because of their year-round availability in many forms and the ease with which they can be incorporated in existing formulas and systems,” says Thomas Payne, market development, U.S. Highbush Blueberry Council, San Mateo, Calif.

“Consumer demand for products containing blueberries is rapidly increasing, in part because consumers see blueberries as a value-added ingredient linked to heart-health, anti-aging properties, cancer prevention, improved eye sight and better memory.” Compared with nearly 40 other fruits and vegetables, blueberries rank at the top in antioxidant content. “One hundred grams of fresh blueberries can deliver the equivalent antioxidant capacity of five servings of some fruits and vegetables,” Payne notes.

In addition to superfruit flavors, and healthful, antioxidant-packed fillings, consumers also are demanding fillings made with more natural ingredients. Using IQF fruits can be a profitable way to gain fruit identity in a filling year round.