2nd November 2020


California Prunes: keeping winter bugs at bay the natural way

Consumer interest in foods that contribute to healthier lifestyles has helped boost the popularity of prunes this year, with rising exports to the UK and key European markets.  Now, with winter around the corner, the California Prune Board is highlighting the key role its premium dried fruit can play in maintaining a normal immune system.

Kevin Verbruggen, the California Prune Board’s European Marketing Director, believes shoppers are choosing natural, nutritious foods as a way to support their overall health, partly spurred on by the pandemic. This trend has led to a renaissance in the popularity of prunes, boosted by their nutritional profile and versatility.

Kevin says: “According to recent research from Mintel[1], more than two thirds of British consumers are looking for nutrients that will support their immune system. As a source of key nutrients like Vitamin B6 and copper[2], both of which can help keep our immune systems in good working order, California Prunes are gaining in popularity as both a snack and an ingredient.”

In addition, the Innova Consumer Survey 2020[3] reveals one in three consumers say that concerns about immune health increased this year over 2019, with immunity-boosting ingredients ‘set to play a significant role’ next year.

Dried fruits have a similar nutrient content to the corresponding fresh varieties yet can be stored for much longer. The shelf-stable nature of prunes has further contributed to their renewed appeal, particularly in light of fears around supply chain disruption.  Kevin adds: “As prunes can be safely stored in the cupboard for up to a year, they’re attractive to consumers, even more so because they are so versatile in use.

“With winter just weeks away, we are expecting buoyant sales to continue as shoppers look for natural foods that will help maintain their immune systems. Eating a handful of prunes[4] is a simple and tasty way to achieve one of the recommended five-a-day and is certainly an easy place to start for those looking to improve their overall lifestyle.”

For more information on California Prunes, visit www.californiaprunes.co.uk


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


[1] https://www.foodnavigator.com/Article/2020/06/16/How-COVID-19-is-shaking-up-consumer-trends-Mintel#

[2] Prunes are a source of vitamin B6 and copper, which contribute to the normal function of the immune system

[3] https://www.innovamarketinsights.com/innova-identifies-top-10-food-and-beverage-trends-to-accelerate-innovation-in-2021/

[4] 28g (3-5) California Prunes per day counts as one of the recommended five-a-day