SUPERFOOD INCLUSIONS


sugar used in place of refined sucrose; and real fruit granules added for colour, chew and texture. In this piece we walk through five strong, real-world examples, from artisan makers to ingredient suppliers and global brands, that show how superfood inclusions are being used today and where they might take confectionery next. As the demand for healthier snacks


accelerates, fruit inclusions are emerging as star ingredients. From cereal bars to confectionery, they’re being used to add natural colour, flavour, texture and nutritional value to products consumers already love. People want products that feel better for them without sacrificing pleasure. The result is a surge of interest in fruit and superfood ingredients that fit neatly into health-conscious lifestyles.


Health, convenience and natural appeal “Although consumers still enjoy eating, the market has undoubtedly changed,” says Paradise Fruits CEO Kurt Jahncke, describing the forces shaping today’s snack sector. “It is now mainly determined by five simple factors: Health, convenience, taste, texture and innovation.” Fruit inclusions—such as those produced by Paradise


Fruits 12 • KENNEDY’S CONFECTION • NOVEMBER 2025


CONFECTIONERY MANUFACTURERS ARE RESPONDING BY


FOLDING FRUIT POWDERS,


CONCENTRATED FRUIT PASTES, WHOLE-FRUIT GRANULES AND FRUIT-DERIVED SWEETENERS INTO BARS, BONBONS AND BITE-SIZE TREATS


to naturally enhance vitamin and mineral content while reducing the presence of white sugar. As Kurt notes, this also aligns with consumer preference, as “natural fructose is perceived as more valuable and healthier.” In a market where sensory experience


still rules, texture is becoming a defining advantage of fruit inclusions. “When it comes to taste and texture,


consumers want that certain ‘something’ when eating their favourite products,” Kurt explains. Paradise Fruits addresses this with a range of textures designed for different applications: creamy fruit pastes, firmer coarse or fine fruit granules, and fruit shapes formulated for chewing. These recipes are notable for their very high fibre content and less than 40 percent sugar, all derived from pure fruit. Because the ingredients work across


Solutions—are being used to meet these expectations. According to Kurt, consumers increasingly look for products that “support their lifestyle and offer nutritional benefits without compromising on taste and texture.” Snacks for “in between meals” or “on the go” remain especially popular, and manufacturers can use fruit ingredients


categories—not only snacks but also baked goods, confectionery and other products— they offer manufacturers a versatile way to introduce natural texture variations while maintaining clean-label appeal.


The power of natural visuals Visual appeal is another major driver behind the fruit inclusion trend. “Products with ingredients that look


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