2025 Outlook
Confectionery
Key Takeaways
• Grocery retailers are prioritizing confectionery products, with enhanced merchandising at checkout and in aisles.
• The category achieved $48 billion in sales in 2023 and is projected to exceed $61 billion by 2028, with seasonal celebrations driving 64 percent of total sales.
The confectionery category is enjoying its time in the sun and is projected to continue riding a rising trajectory within the next four years. Encompassing the chocolate, candy, gum and mint categories, the confectionery space achieved $48 billion in sales in 2023 and is forecasted to exceed $61 billion by 2028. Confections play a variety of roles in consumers’ lives whether it’s an occasional treat, an indulgence in moderation or an everyday necessity. The National Confectioners Association (NCA) reported practically all consumers enjoyed chocolate, candy, gum or mints in 2023, proof of how valuable and necessary a chocolate bar, a pack of gum or a tin of mints are to consumers.
“In terms of category performance, sales reached an all-time high of $48 billion in 2023 and are projected to top $61 billion by 2028,” said Carly Schildhaus, the NCA's Director of Public Affairs and Communications. “More than 98 percent of consumers purchased chocolate, candy, gum and mints in 2023, demonstrating once again the unique role these treats play in enhancing everyday moments and special occasions. That's especially true around Valentine’s Day, Easter, Halloween and the winter holidays—these seasonal celebrations account for 64 percent of total chocolate and candy sales.”
Confections manufacturers are keeping a watchful eye on consumer spending and shopping habits and have noted most households are remaining disciplined and sticking to their shopping lists and resisting impulse purchases and nice-to-have expenses. Consumers are anxious about how the economy will unfold in the coming months and are taking a practical approach to their shopping trips versus spontaneous purchases.
“This coming year will be a difficult one to predict,” ventured Haley Peyron,
Marketing Manager for Candy Dynamics. “We are hearing that holiday spending is expected to be at an all-time high in 2024 but also hear the general public’s concerns over the economy. We expect consumers will focus their finances on less indulgent foods in place of foods for meal preparation.”
In addition to the state of the economy and subsequently whittling spending, another focal point within the confection space is allergen-friendly products. The demand and necessity for allergen-friendly options has significantly shaped product innovation and the direction of the category. In addition to allergens, consumers are expecting confectioners to produce options that are void of artificial ingredients and prefer clean and better-for-you ones instead. While some might balk at the idea of creating options that go against what the confections space has traditionally represented—indulgence, reward, guilty pleasure—companies like YumEarth have stepped up to deliver on these lofty demands.
“Several emerging trends are expected to shape the confectionery category in the coming year, with allergy-friendly labels remaining a top priority for consumers,” said YumEarth’s CEO Steve Van Tassel. “Shoppers are increasingly seeking products free from allergens, artificial ingredients, artificial colors and flavors, aligning perfectly with YumEarth’s core values and offerings. Clean ingredients are becoming a musthave, as consumers prioritize transparency and quality in their choices. While many brands emphasize sugar reduction, YumEarth’s dedication to putting taste first continues to resonate with consumers who value flavor without compromising on better-for-you attributes. Additionally, family-focused, allergy-friendly products are becoming essential for parents seeking safe and
trusted options.”
Support from grocery retailers has been a boon for the confectionery space as retailers continue to prioritize shelf space and eye-catching merchandising not only in the candy aisle but also at checkout.
“Grocery has placed an increased emphasis on confection, whether at the checkout or in the aisle,” Peyron with Candy Dynamics said. “We expect this to continue into the coming year. We find our grocery retail partners are attempting to emulate the specialty retailers in their candy aisles to make it a destination for kids.”
Grocers have been able to enhance their confections offering as a result of heightened competition that came about as more manufacturers joined the space. YumEarth’s unique offering of allergen-friendly and clean ingredients has helped the company to stand out and push competitors to find unique ways to resonate with shoppers.
“Traditional confectionery suppliers are facing increased competition from innovative brands like YumEarth that cater to emerging consumer demands for allergen-friendly and better-for-you options,” Van Tassel said. “YumEarth’s focus on innovation and addressing market gaps uniquely positions it to thrive as these industry dynamics continue to evolve.”
The NCA is looking forward to an optimistic outlook on the confections space in the coming year and is embarking on a series of advocacy efforts to move policies forward. One major push is the NCA’s annual Sweets & Snacks Expo which recently united 1,000 exhibitors and 1,600 attendees from more than 80 countries to share ideas and promote the confections industry.
“Looking ahead, the future of the confectionery industry is promising,” Schildhaus said.
2025 Outlook
Dairy
Key Takeaways
• Industry leaders are focusing on sustainability and humane farming practices, particularly for hens and dairy cows.
• Companies are responding to growing consumer demand for health-conscious products by focusing on high-protein, low-sugar and gut-health-supporting dairy offerings.
Thedairy segment is having a moment. As of late November, the dairy segment outpaced the total food and beverage space in dollar sales growth throughout October, according to the findings from a category review compiled by the International Dairy Deli Bakery Association (IDDBA) and its data partner Circana. In preparation of the coming year, the IDDBA and manufacturers are eager to make further progress through ongoing educational outreach, discovering ways to practice and promote sustainability and advocate for legislation and farm practices that enforce the humane treatment of animals, namely hens and dairy cows.
In 2025, the IDDBA is positioned to improve upon its marketing and representation of the dairy segment for IDDBA members and the overall industry. Piggy-backing on ongoing programs and initiatives that advanced this year, the IDDBA plans to focus on turning goals into actions and comb through and shared industry data with its members primarily through the IDDBA mobile app. With a lineup of ideas to further engage and connect the dairy segment’s stakeholders, the IDDBA has a lot to look forward to.
“In 2025, the association will market and represent dairy to our members and industry,” said the IDDBA's Whitney Atkins. “IDDBA’s annual trends, written by Heather Prach, VP of Education and Industry Relations will launch Dec. 31. These are highly sought after trends that members use to launch new products and reimagine merchandising techniques. As in 2024, the education team will continue to present real time and actionable data. From monthly category reviews and quarterly updates, to having it available via the IDDBA app, having data at our members' fingertips to make business decisions is imperative. The IDDBA app is home to more than 4,500 users year-round. It is a way to
connect with app users, share company news, participate in forum groups and, as of November, a way to scan business cards and make notes. Having so much available through the app is another way for members to access benefits at their fingertips.”
Within the eggs segment, Pete & Gerry’s foresees a promising forecast for the premium egg category in 2025. In light of the rising prices of caged eggs, households are motivated to explore the egg category in search of a premium alternative that combines competitive prices with top quality flavor, freshness and ethical treatment of animals on the farm. There is a notable shift in consumers preferring free-range and pasture-raised eggs compared to conventional, traditional eggs as they become more knowledgeable about animal welfare and production practices that have been accepted on farms. “There is a strong opportunity for the premium egg category in 2025,” said Tom Flocco of Pete & Gerry’s. “As we continue to navigate the effects of avian influenza, which I don’t foresee slowing down next year, we'll continue to see significant shifts in egg purchasing trends, especially among Gen Z and Millennials. With caged eggs priced so high, it’s enticing for consumers to test out premium alternatives, which are consistently priced each week and deliver on high quality, as well as humane, transparent production practices. This, coupled with the growing momentum of cagefree legislation and retailer commitments to more humane egg production standards, puts consumers face-to-face with premium egg options. We find that once consumers trial free-range or pasture-raised eggs, they’re less willing to trade back to 'regular' eggs. The rich yolks, sturdy shells, appreciation for hen welfare and peace of mind that come with the swap are hard to give up. Pasture-raised and free-range eggs, at
a consistent price each week, are becoming more attractive to the average consumer, for quality, consistency and values.”
“The food industry is at a tipping point: health through food is becoming more critical than ever and consumer expectations are high,” said Rafael Acevedo for Danone North America. In response, Danone will turn its attention towards creating products that offer solutions that are protein-packed and low in sugar that also support gut health. “As we look ahead to 2025, our focus remains on the consumer and the industry-shifting trends we are observing in the market and continuing to step up our product development in high-protein, low-sugar and gut health to get ahead of them,” Acevedo said. “Our goal is to continue to leverage our research and innovation capabilities, paired with decades of leadership in nutrition science, to deliver solutions that meet these evolving needs.”
In the coming year, California Dairies is prioritizing consumer engagement via impactful dialogue, managing its Challenge Butter and Danish Creamery brands not in a one-size-fits-all way but in a manner that reflects both brands’ individuality and advocates for family-owned farms that offer top tier quality and an important family history steeped in tradition.
“We want to continue to dialogue with our consumers in a meaningful way while connecting with our commercial customers to introduce new and groundbreaking SKUs,” said Michael Burdeny for California Dairies. “American butter will have its moment, and we are here to foster a deeper connection with our audience. The common denominator is quality you can count on—and for both Challenge Butter and Danish Creamery—that quality has been inherent for decades. No compromise, no substitutes."
Dragon Fruit Category Analysis
Key Takeaways
• Focused on delivering high-quality dragon fruit, Dragonberry educates US shoppers on the different varieties from regions like Central America, South America and Vietnam.
The rich colors and subtle flavors of dragon fruit are catching on in North American kitchens, so much so that distributors worldwide as well as domestic growers are clamoring to ensure American consumers continue to have access to these exotic fruits that also provide a host of health benefits.
Dragonberry Produce distinguishes itself in the dragon fruit category through its one-of-a-kind bilateral marketing and trading approach, operating as both an importer and exporter. This approach bolsters the supply chain and fosters solid relationships with both producers and consumers. By being physically present in the countries they work with, Dragonberry has a deeper understanding and appreciation for the locals residing in the global markets they partner with. By taking a handson approach, Dragonberry enhances sourcing, builds trusting partnerships and improves customer service all while remaining a formidable presence within the category.
“I’m excited and happy that we can share something that is distinguished, different from the rest of the dragon fruit people out there,” said Amy Nguyen, President of Dragonberry Produce. “We are a great midsized company. We have a strategic advantage over a lot of people because we do both import and export. We are literally in the countries we do business with because we do what we call bilateral marketing—bilateral trading, bilateral marketing. This is something that nobody else really does in this realm of dragon fruit business. That’s the No. 1 competitive advantage that distinguishes us from other dragon fruit distributors.”
Dragonberry is committed to addressing consumers’ demands and expectations of freshness and flavor while supporting retailers by emphasizing high-quality products—products
the Dragonberry team would personally buy for themselves and their families. Ongoing educational outreach has enlightened US shoppers of where the leading dragonberry destinations are—Central America, South America and Vietnam—and how each variety offers individual experiences relating to appearance, flavor and added health benefits.
“Why I’m so excited about what Dragonberry is doing is that No. 1, the first thing that comes to mind is quality,” Nguyen said. “If I’m not proud of the quality of the product, I will work much harder to make sure this is a product, as a woman, I would want to buy when I see it at the store. It’s what I’m really proud about. I’m not really about selling a product that I wouldn’t even buy myself. It’s not just being consistent. It’s also the variety and what we select. There’s so much variety within the dragon fruit world. It’s not just a dragon fruit. When you get a product from a different region, for example, Florida, Central America, South America, Vietnam, they’re all different animals. They are not the same variety of dragon fruit.”
Shoring up a diverse network of growers is important as Mother Nature’s impacts are often unpredictable. According to industry media, warmer climate is impacting volumes this year on Ecuador-produced dragon fruit. “At this time, the yellow dragon fruit production has been going through a period of drought that lowered production volumes. In general volumes reduced by 40 to 45 percent,” said David Velez, sales manager of Ecuadorian exporter Roses & Fresh Fruits by Ayelen Living Memories.
Dragon fruit is gaining popularity, but many newcomers lack experience and exposure to this up-and-coming fruit to know how to determine its quality and freshness. Without benchmarks
for comparison, shoppers are missing an opportunity to explore the category which subsequently leads to a lack of demand. Category-wide educational efforts have included assigning PLU numbers—3551 for red, 3040 for white and 3319 for yellow—to help consumers recognize each unique variety and learn how to select the ripest dragon fruit while they’re shopping in their grocery store.
Ecuador exports to Europe, the US and Asia and has become increasingly popular in several European countries including Spain and The Netherlands.
“We send it both by air and sea. Ecuadorian fruit is generally sought after all over the world for its color and concentration of flavors because it is in the middle of the world,” Velez said.
Domestically, interest in cultivating dragon fruit has also increased. According to industry media, the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) has been monitoring the crop and studying best practices for maximum yield while keeping resource usage efficient.
“Dragon fruit is increasing in popularity worldwide due to its high versatility, refreshing taste and unique beauty,” said Romina Gazis, an associate professor of plant pathology and director of the Plant Diagnostic Clinic at TREC. “In South Florida, this crop is highly productive, however, it faces multiple challenges that make its cultivation one that requires high inputs.”
“Dragon fruit is grown on about 721 acres in five Florida counties, including Palm Beach, Charlotte, Brevard, Lee and most prominently, in Miami-Dade,” said Jonathan Crane, a tropical fruit crop specialist at UF/IFAS Tropical Research and Education Center (TREC). “We see new plantings continue to go in, so the acreage appears to be expanding.”
T2024 Category Captain
things to a more conventional meat option within the grocery industry. Great Range Bison has been encouraging consumers for years to reap the benefits of bison meat, which include leaner meat options with more vitamins and minerals as well as higher protein levels.
“Here at Great Range Bison, we strive to do things correctly, as we always have,” said Cory Schmeling of Rocky Mountain Natural Meats, Home of Great Range Bison. “We know that when you put a quality product in a quality package the likelihood of a consumer buying that product again increases. Our mission is summed up with our trademark of Best Fresh Bison, meaning with proper animal handling, a focus on food safety and human safety coupled with premium quality products and excellent customer service, we will continue to grow the category and the industry. Our mission makes it easy to do the right thing. Every decision we make, we put these protocols front and center. Essentially, if we do the right thing at all stages, we will be successful.”
Looking at the company’s history, Schmeling highlighted some of Great Range Bison’s key milestones that have
Bison:
helped shape the company.
“This business was started in 1986 by Bob Dineen, who is still involved in the business every day. From day one, Bob instilled values that hold strong to this day,” said Schmeling. “He put an internal bison carcass grading system in place that set Great Range Bison apart from other bison suppliers at the time. The backbone of the grading system is, if it is going to carry our brand, it better be the best quality. This philosophy has allowed us to thrive throughout the years. In 1986, Great Range Bison sold bison to local grocers here in Colorado. Now, we sell bison nationwide and control all aspects of the harvesting, fabrication, further processing, distribution and sales. One of the bison items that we are most proud of is the transition to a fresh one-pound package of 90 percent lean ground bison. Great Range Bison was one of the first to introduce this best-selling item and it continues to drive this industry today.”
The company mentioned the various changes and evolutions the industry has seen throughout the last decade.
“We know that consumers have gone back to shopping at the store level vs. ordering online,” said Schmeling. “Direct-to-consumer marketing is a dif-
ferent animal, and our expertise is in placing fresh, high-quality bison on the shelf every day at the nation’s leading grocery stores. Some grocers look for the next ‘it’ product to put on the shelf. We believe bison can be that product. There are multiple grocers carrying bison meat today. We believe if we continue to do what we do best and provide a product grocers can count on week to week, the consumer will respond with their dollar and buy our product. Bison meat is a growing category, and we are positioned to fill the need.”
“The main trend driving growth to the bison category would be the rise of health-conscious consumers,” said Schmeling. “Today, consumers are willing to pay extra for no antibiotic and no hormone high-quality protein to enhance a healthier lifestyle. We see an opportunity for bison by expanding fresh bison offerings in the meat case. It is sometimes hard for consumers to find cuts besides ground bison. The more we can utilize the whole carcass—steaks, roasts and other whole muscle cuts to achieve better carcass utilization—the more the category will grow and as a result the industry will grow in a sustainable way.”
2024 Category Captain
Freeze-Dried Candy: Astro Freeze
Upon joining the freeze-dried candy arena, Astro Freeze recognized an opportunity to indulge consumers’ sweet tooths and go one step further by offering a candy that ignited the senses with its tasty flavors and delightfully unexpected textures. As consumers continue to upend the candy space— one known for guilty pleasures and delicious rewards—with requests for better-for-you and clean ingredients, Astro Freeze is not one to back down from a challenge. The company’s whimsical and catchy space themed presentation paired with recognizable ingredients have hit the sweet spot for consumers that want a candy experience that is better than previous generations had.
“Astro Freeze entered the freezedried candy category because we saw an untapped need for extraordinary products, standout packaging and unmatched customer service,” said Astro Freeze’s Peter Daigle. “We believed candy could be more than just a treat—it could be an adventure. With that vision, we launched Astro Freeze, creating a brand centered around our beloved astronaut mascot, Astro, who travels through space, exploring distant planets to bring back unique, freezedried candy creations. This imaginative world, combined with our commitment
to high-quality ingredients and exceptional service, has captivated customers and catalyzed growth within the category, setting new standards for what freeze-dried candy can be.”
Astro Freeze’s first steps and initial motivation was to disrupt the industry with a flavor and texture experience most consumers didn’t know existed. After receiving immediate positive reception, the company has ventured out to flex its creativity and experiment with flavor combinations to inject more excitement into the category.
“Astro Freeze's journey within the freeze-dried candy category has evolved tremendously since we first launched,” Daigle said. “When we entered the market, the product offerings were very straightforward, and the innovation that we pursued was groundbreaking. We pushed the boundaries in what types of candies we tested for production—from familiar favorites to more obscure options. Now, innovation has become the industry standard, with other brands following our lead. Despite this shift, Astro Freeze continues to be at the forefront of the category, consistently setting trends and raising the bar with imaginative product launches and the captivating world we’ve built around our mascot, Astro. Our dedica-
tion to quality, creativity, and staying ahead of the curve keeps us as trailblazers in the freeze-dried candy space.”
At its core, Astro Freeze is guided by three principles: innovation, quality and creativity in the freeze-dried candy category. Pride in consistent quality, marketing and its mascot while being trusted for offering safe and quality ingredients has helped Astro Freeze to succeed and influence product and packaging design and ideas. Astro Freeze aims to be a leader in raising standards and elevating the candy experience.
“At Astro Freeze, we want to continue emphasizing innovation, quality and creativity within the category,” Daigle said. “Our journey is fueled by a passion for delivering extraordinary candy experiences that are rooted in the imaginative universe we’ve built around our mascot, Astro, and backed by a commitment to high-quality ingredients. We’re dedicated to providing not just exceptional products, but also stellar customer service and bold, captivating branding and marketing that supports the community we’ve built. As trailblazers in the industry, we continue to lead with groundbreaking ideas, turning them into new standards while actively pursuing creativity.”
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2024 Category Captain
Pierogies: Mrs. T's
Leaders
such as Mrs. T’s in the pierogies category have remained dedicated to providing delicious pierogies that focus on authenticity through high-quality ingredients. The company has been a key player in the category for several decades and used personal experience and relationships to help build the company and offer authentic products.
“Back in the 1950s, the frozen pierogi category didn’t exist. Our founder, Ted Twardzik, Sr., always remembered the lines of people wrapped around local churches to buy pierogies and thought it was the perfect food to share with the ones you love. He essentially created the category when he came up with the idea to bring his mother’s pierogi recipe to consumers,” Alyssa Panzarella, Director of Marketing with Mrs. T’s Pierogies.
The company has stayed true and connected to its mission since its inception.
“Mrs. T’s vision is to Make People Smile: from customers to consumers to associates and partners,” said Panza-
rella. “There have been a ton of changes since the company started in 1952, but it is easy to stay grounded in the original mission with Tom Twardzik leading the company. As the second-generation owner of Mrs. T’s Pierogies, he prides himself on continuing his father’s legacy. As a family-owned business, Mrs. T's Pierogies has thrived on a foundation of strong leadership, innovation and a deep understanding of consumer needs.”
“At Mrs. T’s, we embrace competition as an opportunity for growth. We continue to innovate, maintain our market leadership and delight consumers with high-quality products. While we’ve built our brand equity throughout the last 72 years, it is exciting to see the demand for pierogies still growing,” Panzarella said.
Mrs. T’s emphasized how its relationships and partnerships has helped the company establish a strong foothold in the category.
“Some of the most important things that we do to maintain our strong rela-
tionships:
Foster collaboration – engage in joint business planning, host them at our factory for a tour of our production process, discuss innovation opportunities and work toward mutually beneficial supply chain efficiency programs,” said Suzanne Kasunich, Vice President of Sales at Mrs. T’s Pierogies. “Understand their needs, while focusing on the consumer – what is most important to them as a retailer and how we can help them succeed. We connect with them often to keep the dialogue going and continue to update them with new category or brand information, programming or opportunities that we have. We also seek to understand anything that has changed on their end that we should know or consider. Build their trust and celebrate our partnerships – through the quality of our products, the consistency of our service, the responsiveness and flexibility of our team and transparency in our conversations. We enjoy bringing them into our pierogi squad through hosting special on-site events when able.”
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2024 Category Captain
Cooking Oils: Catania
Authenticity
and value are driving Catania Oils’ growth strategy in this year that finds consumers continuing to grapple with high grocery prices along with doubts about some of the sourcing and origins of popular cooking oils.
Joseph Basile, President of Catania Oils, wrote in an industry media commentary that a recent increase in olive oil fraud in Europe, which can include low-grade mix-ins or additives, has spurred CODEX Alimentarius, which guides international food standards, to focus its attention on establishing standards for several oils including the increasingly popular avocado oils. Basile advocated for stronger regulations domestically on the part of the FDA as well.
“Until governing bodies answer this call, companies can take some action to prevent the spread of fraud on their own,” Basile wrote. “At Catania Oils, we are committed to leveraging advanced testing methodologies to ensure the authenticity of our products. For example, our head of QA, Gwen Farley, has co-authored a study with Purity-IQ to evaluate avocado oil using Nuclear Magnetic Resonance (NMR) spectroscopy, a cutting-edge method that provides unparalleled accuracy in identifying oil adulteration.”
Confident in its offerings, Catania Oils reported a strong start to the year. “Newly acquired business is fueling new growth at higher rates than the past few years,” SVP of Global Sales Mark Coleman said this spring. “As buyers are looking for lower prices to offset these
inflationary times, private brands continue to dominate the conversation and shelf space. Just seven short years ago, private brand store penetration—wall to wall—was averaging just around 17 percent here in the US. Today that number has spiked to 24 percent.”
The increased penetration is in part a reflection of a newer demographic of consumers who have not grown up under the impression that only national brands represent top-tier quality, he said. “The consumer is looking for ways to save money in these tough economic times and private brands have been that shining star by offering not only lower prices versus the national brands but also increased quality.”
The cooking oils section didn’t always look this integrated. “Retailers have grown in the area of merchandising private brands throughout the store,” Coleman said. “Throughout the pandemic as national brands could not handle the volume increases as needed, the wholesaler and retailer utilized private brands to not only secure additional end cap display space, but also filling empty space on the shelf itself. Retailers have seized on national brand fulfillment issues and have grown the respective categories and market share. Cross merchandising of private brands in different store departments is also a driving force to increase share. I see olive oil displays in produce departments, infused oils in bread sections and vegetable oils merchandised within baking displays. These are mostly private brands.”
In 2024, Catania has been working on bringing value to its partners and consumers. “Managing our supply chain has taken center stage since the Covid era, as inflationary measures are wreaking havoc throughout the industry,” he said. “With olive oil prices at all-time highs, Catania Oils is introducing more olive oil blends to the category. Blends like an Extra Virgin Olive Oil blended with a Non-GMO Expeller Pressed Canola Oil will help lower the cost and keep the Olive Oil consumer ‘in the category.’”
Kevin Cyr, Director of Retail Sales for Catania Oils, explained earlier this year in industry media: “Blended oils are an affordable alternative to 100 percent or straight oils for budget-conscious consumers. Many retailers looking to change up their strategy are considering adding a blended oil to their shelves.”
However, acknowledging concerns about authenticity and fraud, Cyr outlined a few guidelines for retailers when looking to add a blended cooking oil product, including that they should be extra cautious both in choosing a supplier and in labeling their product accurately. “Edible oil fraud is insidious and can occur at any point along the supply chain,” Cyr wrote. “Choosing a trusted supplier equipped with testing facilities to guarantee the authenticity of their oils can stop the spread of edible oil fraud and ensure new products contain exactly what their labels state.”
Along those same lines, “Careful labeling is also essential to counter the growing issue of edible oil fraud,” said Cyr.
Your one-stop shop for private brand edible oils:
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•Certified Non-GMO, USDA Organic, Kosher & Halal oils to give your customer confidence in your products
•Plus foodservice options for grocerant & cafe concepts Visit us at cataniaoils.com and
2024 Category Captain
Produce Snacking: Naturipe
In the realm of produce snacking, Naturipe Farms understands that while parents would love to be able to handcut bite-sized fruits and vegetables and package them in snack-sized containers for ease of consumption, the reality is that busy schedules that make shopping—let alone meal prep—difficult, coupled with finicky and unpredictable eaters, are causing parents to look to their grocers for easy, nutritious and appealing snack options for their kids. Naturipe Farms is pushing the convenient produce snacking category forward by building a well-rounded snack box that also incorporates healthy grains disguised as fun carbs like yogurt parfaits topped with granola, pancakes or mini cookies. And it’s doing so while backed by a long legacy of sustainability.
“Our research found that people want healthy snacking options that fit their busy lifestyles—whether they’re busy professionals or parents shuttling kids between activities,” said Steven Ware, VP and GM of Value Added for Naturipe Farms. “The ability to grab something convenient and know it’s healthy was essential. Each Naturipe Snack— whether it’s our yogurt parfaits, Boost or Bliss Bentos, or Berry Buddies—includes a serving of fresh fruit, not dried fruit, which many other brands rely on. Offering fresh fruit in an easy, grab-andgo format helps promote fresh produce consumption.”
Berry Buddies are a new innovation introduced this past August.
“Berry Buddies are designed to fill the gap in the market for on-the-go breakfast options that are fun and flavorful,” Ware explained. “The vibrant, colorful packaging and the delicious pancakes, mini cookies and fresh fruit inside are sure to catch the eye of parents and kids alike. Naturipe Farms snacks are packed with protein, fiber, calcium and vitamins. The nutritional benefits are clearly displayed on the front of each package, making it easy for parents and individuals to make informed choices. They’re the perfect snack for life on the go.”
Ware continued, “We are dedicated to developing products that kids love and consistently ask for, which is why we designed Berry Buddies with children in mind. Research highlights the importance of taste and flavor in parents’ decisions about the snacks their kids reach for.”
Meanwhile, Naturipe Farms’ Bentos line caters to picky eaters, he said.
“This ensures there's a flavor option that even the fussiest child will enjoy, making lunchtime less of a challenge. They are designed as grab-and-go snacks, suitable for packing into lunchboxes, backpacks or sports bags. This portability makes them convenient for school lunches, after-school activities or as a quick snack during breaks,” Ware said.
Naturipe Farms continues to see a growing trend toward convenient snack sizes, and the company has always pri-
oritized desirable portions, Ware said.
“Our conveniently sized packages are easy to open, perfect for when you’re ready to snack. Combining fresh fruit with cheese, nuts or granola, these snacks offer flavorful, mess-free finger food. We’re delighted to help parents who want snacks that contribute positively to their children’s overall health and development. They appreciate snacks that are transparent about their ingredients and nutritional content. They’re looking for high-quality ingredients that are free from excessive additives and artificial ingredients. Fresh options like berries are easy to prepare, pack and serve.”
Naturipe’s leadership efforts in responsibly cultivating its fresh offerings is also worth noting. As of 2024, 28 percent of Naturipe Farms products are packed and/or cooled using renewable energy. This shift—which includes solar installations in New Jersey, California and Chile—is partially responsible for Naturipe lowering its overall carbon emissions by 100,000 metric tons.
“Our growers have worked hard to set a standard for sustainability while giving back to the communities they grow in,” said Janis McIntosh, Director of Innovation and Sustainability at Naturipe Farms. “As they continue to pioneer advancements in sustainability at all levels, Naturipe Farms must prioritize and sustain the long history of the family farms, the nucleus of our business.”
2024 Category Captain
Pita Bread: Toufayan Bakeries
With more than 50 years in the category, Toufayan Bakeries uses its family history and experience to create traditional style pita bread. The company has continued to use premium ingredients, which accentuates authentic flavor profiles that remain unmatched.
“Toufayan Bakeries' pita bread proudly reflects the family's heritage as third-generation Armenian bakers,” said Karen Toufayan, VP of Marketing at Toufayan Bakeries. “Inspired by founder Harry Toufayan's observation while ordering his lunch at a deli counter of the need for easily stuffable bread, the company has spent more than 50 years baking pita bread in the US.”
“We continue to make the bread we were founded on, using the same high-quality ingredients we've always used. Since entering the market, we’ve adhered to the same hearth baked recipe, ensuring that our products maintain the authentic taste and quality our customers expect. Our mission from the beginning was to bring quality pita to people's homes, making it accessible not just in small grocery stores in New York, but in supermarkets across the country. By staying committed to these principles, we’ve been able to consistently deliver the exceptional pita bread our family is known for,” said Toufayan.
The company outlined how Toufayan Bakeries leadership practices have helped elevate the company’s position in the category.
“At Toufayan Bakeries, our leadership qualities have played a crucial role in propelling us forward. Agility stands at the forefront of our strengths—whether it’s creating new products or shifting gears to adapt to market demands, our ability to act swiftly sets us apart. The dedication of our ownership is evident in the hard work that goes into every aspect of our operations. As a still family-owned business, we believe in leading by example. Our leaders are onsite every day, working alongside their teams, demonstrating the very work ethic they ask of their employees. This hands-on leadership ensures that our commitment to excellence is more than just words; it's a daily practice,” Toufayan continued.
“Moreover, we are driven by our reputation. We go above and beyond to meet and exceed customer expectations, ensuring that every interaction reflects our dedication to quality and customer satisfaction. This unwavering commitment to our principles and our ability to adapt and innovate have been key drivers in our continued success,” she said.
“At Toufayan Bakeries, we don’t focus
on what our competitors are doing. Instead, we stay laser-focused on our bakery, our production, the quality of our ingredients and our commitment to delivering a superior product that speaks for itself. Our dedication to excellence is unwavering, ensuring that each loaf of bread we produce meets the highest standards. Additionally, we continually innovate our packaging to meet the evolving needs of our consumers, ensuring convenience and satisfaction, as well as a commitment to the environment,” said Toufayan.
“At Toufayan Bakeries, we place a high priority on maintaining strong relationships with our retailers. We achieve this by always going beyond to find solutions that meet their needs. If a retailer places a late order, we make it our mission to find a truck and ensure the product arrives on time. If their consumers are looking for a specialty product, we’ll innovate and deliver. We are committed to doing whatever it takes to ensure that our products reach the store promptly and maintain the quality we are known for. This dedication to reliability, innovation and excellence is at the core of our approach to retailer relationships,” she concluded.
