• Clean labels and natural: as consumers increasingly call for producers to hit the brakes on “ultra-processed” foods, they also are looking for minimally processed fruits with no additives perceived as artificial.
• Natural sugar replacements: label-reading shoppers are savvier than ever, and the ingredients often setting off alarm bells include cane sugar, HFCS, and artificial sweeteners.
• Flavor adventures: while snackers still reach for apples, cherries, and other old standbys, they also want to try new and exotic varieties (such as guava, mango, and others).
• Berries with benefits: açai, elderberry, and blackcurrant are among the fruits being included in recipes for reputed health benefits as well as their flavors.
• Functional fruits: pomegranate, cranberry, blueberry, and other fruits with reputed function also are increasingly popular ingredients in baked goods and snacks.
• Going for the gut: with doctors recommending increased fiber intake for consumers at every age, fibrous fruits like prunes, figs, and dates are being incorporated into more products.
• Freeze-dried inclusions: dehydrated, freeze-dried, or otherwise moisture-deprived fruits are included in many baked products and snacks thanks to their interesting texture and concentrated flavor.
• Nature’s sweeteners: in addition to starring in many products as an inclusion, fruits increasingly are included in recipes as a sweetener themselves (think sates, fruit pastes, and purees).
• Sustainably sourced: consumers continue to be interested in the impact their snack and bakery purchases have on the world, so fruits that are upcycled, locally sourced, or otherwise more sustainable than other options are of interest.

In addition to all the above trends, fruit is becoming more popular in snacks, bakery items, and other food items overall. Supplier IFF is betting big on the future of its fruit portfolio (namely, its Taura by IFF line) with the expansion of its Cedar Rapids, IA ingredients facility. The 47,000-square-foot expansion—which constitutes an investment of nearly $70 million and is expected to add about 40 new jobs—is expected to be up and running in 2026.

“The expansion project at Cedar Rapids represents the first U.S. IFF facility to focus on Taura by IFF ingredients,” states Andy Muller, president of food ingredients. “Taura’s clean-label fruit and vegetable pieces and pastes provide manufacturers with versatile formats for creating differentiated products with natural appeal.”

“Our Cedar Rapids plant will be equipped with cutting-edge technologies, allowing us to provide U.S.-made Taura by IFF fruit ingredients that can be easily integrated into food manufacturing processes,” adds Muller. “Additionally, sustainability is at the forefront of this project, aligning with our commitment to ‘Do More Good.’”

The Cedar Rapids location currently produces enzymes used in food, household and personal care, and animal nutrition products, as well as biofuels production.

Innovative ingredients

Last month, Upcycled Foods increased its plant-friendly ingredient portfolio with the introduction of whole raisins saved from the waste streams out of California vineyards. Producers who select the ingredient, according to the company, benefit from the appealing flavor and texture of the dried grapes, while also adding sustainability to their finished items.

"By partnering with the Wine RayZyn Co., we are delivering an upcycled ingredient that is not only rich in antioxidants and fiber but also provides a unique textural experience,” explains Dan Kurzrock, Upcycled Foods founder and CEO. “These upcycled Wine Raisins open new possibilities for bakery, confectionery, snacks, and even foodservice innovations.”  

Keeping with the upcycling theme, in February Givaudan announced a collaboration with Dole Specialty Ingredients on Green Banana Powder. Part of the supplier’s Sense Texture line, the ingredient (created from upcycled green bananas that otherwise might go to waste) is functional in nature—it reportedly can enhance the softness of baked goods, offer better water- and oil-holding capabilities than modified starches, and increase fiber content.

“With our Sense Texture solutions, we're not only delivering clean-label alternatives but also elevating the eating experience with natural, upcycled ingredients like Green Banana Powder,” shares Sylvain Jouet, global product manager for sense texture, taste, and wellbeing with Givaudan. “This collaboration with Dole allows us to offer high-performing products that also contribute to a more sustainable food system." 

Obstacles and alternatives

Offering fruit-filled and fruit-flavored products for snack and bakery customers to enjoy is not without challenges. These could include anything from rocky growing seasons limiting a fruit’s availability (and sending costs skyrocketing) to concerns about overall sugar content being too high for some label-watching consumers. Another consideration, according to ingredients supplier Icon Foods CEO Kash Rocheleau, is that shelf life concerns can be elevated when fresh fruit is in the mix. 

“Fresh fruit has a limited window of usability, often requiring immediate processing or refrigeration to prevent spoilage, mold growth, or textural degradation,” she advises. “This creates logistical challenges for manufacturers, as fluctuations in supply chain efficiency, seasonal availability and transportation conditions can impact ingredient quality and consistency.”

Rocheleau adds that the high water content of many fruits can lead to moisture migration, impacting everything from shelf life to texture.

“As a result, many brands turn to freeze-dried, dehydrated, or fruit alternatives that retain nutritional benefits and natural flavors while offering extended stability and easier handling in large-scale production,” she shares.

To help alleviate some of those woes and worries, suppliers offer ingredients that can extend the flavor of fruit ingredients, or serve as an acceptable stand-in without some of those concerns.

“Our SweetBitz line of natural, no-added-sugar inclusions features several fruit flavors (peach, blueberry and strawberry) that are ideal in baked goods and snack bars as an excellent substitute for or complement to real fruit,” Rocheleau shares. “When paired with fresh fruit or fruit compotes, they allow for reduced fresh fruit usage without compromising flavor, making it possible to stretch fruit ingredients further while maintaining taste and quality. They also reduce added sugar on the Nutrition Facts Panel (NFP) since less fruit is needed overall. In formulation, they also help lower water activity to enhance product stability. They remain stable significantly longer than fruit, extending shelf life and leading to cost savings over time.”

Thom King, chief innovation officer with Icon Foods, notes while real and natural fruit ingredients are a consideration, so are factors like cost, tariffs, cost, and other line items.

“If you can find things that are domestic, great. If you can find things that aren't subject to tariffs, great. If you can find things that are not influenced by global climate change, great,” he says. “Regardless, your main focus as a food producer right now should be making sure your supply chain is stable and that your cost of goods sold align with market demand. You can't sell your product for more than what people are willing to pay.”

Fruit-filled products

NuStef Baking, a producer with a portfolio that includes Reko Pizzelles, introduced TeaFusions Waffle Cookies earlier this year. The delicate crisp cookies come in four flavors, each of which pairing a type of tea with real fruit: Chai Apple, Black Tea & Currant, Earl Grey & Passion Fruit, and White Tea & Peach. The line aims for consumers that are on the hunt for simple and natural ingredients lists, pleasing crisp texture, and novel fruit flavors and combinations.  

That’s it. is best known for fruit bars with super-streamlined ingredients lists, sometimes just one or two dried fruits comprising the entire recipe. In recent years, the company has branched out from its one- or two-ingredient bars to introduce other products with more ingredients but still offering very concise formulations. For example, the company’s That’s it. Energy Blends bar line has been on shelves since last year but is picking up steam, reaching wholesale retailer Costco earlier this year. 

This month, Bimbo brand Entenmann’s introduced a new variation on its line of bite-size muffins with Little Bites Tropical Pineapple Muffins. Incorporating pineapple in baked goods is not unheard of, but the sweet, tart fruit is less common an inclusion in muffins and other bakery items than apples, bananas, blueberries, and other standbys. The diminutive muffins are made using real pineapple puree to permeate the product with the sweetness of the Hawaiian fruit throughout the muffin.

Of course, classic fruit inclusions and flavors continue to hold sway, with consumers changing favorites and preferences depending on the season. Ahead of the upcoming sunny spring and summer 2025 seasons, Albertsons introduced a slew of lemony private-label items across several food and beverage categories, including snack and bakery. 

“This spring, our new own brands lemon-inspired offerings add variety and novelty to our customers' weekly shopping routines, inspiring them to explore and try new products and create new moments of delight," says Omer Gajial, EVP of merchandising and chief digital officer with Albertsons. “By investing in our own brands and introducing innovative products, we’re adding value and excitement for our customers.”