25th January 2021


California Prunes can help retailers turn trends into sales

With a record 500,000 people[1] signing up for Veganuary this year, the popularity of plant-based diets continues to soar. For the California Prune Board, it’s an opportunity to showcase the versatility of its produce, and the power prunes can offer retailers hoping to appeal to health-conscious consumers.

In addition to plant-based foods, natural products that can play a part in helping to maintain a healthy immune system are gaining traction, while gut health remains another area seen as essential to overall health by consumers. For retailers looking to turn these trends into sales, the versatility of California Prunes as both a cooking ingredient and a snack, combined with their nutritional profile, could be the answer.

Kevin Verbruggen, European Marketing Director for the California Prune Board says: “California Prunes are a natural source of vitamins and minerals important for the maintenance of the immune system and gut health, including vitamin B6[2], copper and fibre.

“The availability of unsweetened dried fruits like prunes, which contain no added sugars, in the baking and snack aisles offer retailers an opportunity to capitalise on impulse purchases by health-conscious consumers. We’ve certainly seen an uplift in sales in geographical markets where California Prunes are displayed more prominently. ”

As a dried fruit, California Prunes aren’t subject to the same seasonality or shelf life as fresh produce and can be stored in the cupboard or pantry for up to a year. Just a handful of prunes counts as one of the recommended 5-a-day, which make them an easy way for consumers to improve their fibre intake. Containing 7g of fibre per 100g – nearly a quarter of the recommended daily intake – prunes are the only natural whole dried food to have obtained an authorised EU health claim[3].

The California Prune Board, which represents around 800 growers and handlers, has spent decades researching the nutritional and health benefits of incorporating prunes into the diet, including the role they can play in gut health and bone health.  For more information on California Prunes, visit www.californiaprunes.net

Kathryn Swinglehurst, Apple Tree Communications (ATC) Ltd  /  E:  kath@appletreecomms.co.uk / T: +44 (0) 7775 814156

[1] https://www.theguardian.com/environment/2021/jan/05/veganuary-record-number-people-pledge-eat-vegan-food-january

[2] Vitamin B6 contributes to the normal function of the immune system.

[3] 100g of prunes, eaten daily, can contribute to the maintenance of normal bowel function.