Superfruit Definition

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