A superfruit is a fruit product (fresh fruit, beverage, ingredient) who's sales have grown by more than 5% in the last year and has the following characteristics:
1. Sensory - it has to taste good, look good and be novel
2. Convenient - it has to be convenient-beverages are great, fresh fruit has a problem unless it is a berry
3. Health - it has to have a specific, relevant and understandable health benefit
4. Control of supply - no point in spending money on developing a superfruit if everyone else can jump on the bandwagon
5. Marketing - it's all for nothing if you don't market your superfruit
Wednesday, February 6, 2008
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