Special Report: Frozen Fruit

Fresh off the heels of the NFRA show, the frozen fruit category is bursting at the seams with innovation. From suppliers creating bite-size options of sweet and sour snackable items to others innovating with more natural and traditional treating options, there is a great deal to reinvigorate shopper curiosity. Even more though, partners are committed to high quality, consistent sourcing that retailers can depend on. 

Campoverde has long focused on providing the highest quality items possible in the frozen fruits category, but has evolved to drive further innovation, with VP Marketing Ivonne Balsinde noting, “We saw an opportunity to bridge the gap between nutrition and indulgence—offering fruit that tastes as good as it is good for you. From the start, innovation has been at the forefront of our strategy. The category was once centered on single fruits and basic blends, but today’s consumer looks for function, convenience and inspiration. Campoverde has redefined frozen fruit as a dynamic, trend-driven category—evolving with consumer lifestyles and introducing disruptive formats such as ready-to-blend smoothies, functional mixes, fruit-on-a-stick and our new Frappe Blenders line.” 

Similarly, Wawona has long focused on building trust with partners through communication. 

“Trust is built through consistency, transparency and integrity. We prioritize open communication with our partners and consistently meet our commitments. Our certifications, food safety protocols and traceability systems provide the confidence customers need. With consumers, we emphasize clean labels, sustainable practices and high-quality fruit—communicating our values clearly across branding and packaging. Being family-owned for generations also adds an extra layer of trustworthiness to our brand story,” said Blair Smittcamp, VP Marketing for Wawona.

International suppliers are also experiencing growth in the category, with both branded assortments and private label assortments seeing advances. Comfrut, in particular, focuses on leveraging the company’s global sourcing network to ensure partners have a steady supply of product year round. Additionally, the company is extremely focused on food safety and transparency, with technological innovations to guarantee product traceability from farm to shelf, a company spokesperson said.

In some cases, that international perspective can provide insights that wouldn’t be possible elsewhere, with Balsinde sharing that, “Our partnerships with key retailers across the US, Caribbean and Latin America have provided deep insight into shopper behavior and regional preferences. Every year, we bring forward disruptive innovation—whether it’s the type of fruit, the format or the consumption occasion—always anchored in consumer relevance and quality. This evolution has allowed Campoverde to shape the frozen fruit landscape and expand the possibilities of how consumers experience fruit.”

Wawona’s Smittcamp noted the challenge that the current tariff and sourcing climate brings.

“Tariff uncertainty adds another layer of complexity, particularly when it comes to sourcing packaging materials and importing select frozen fruits used in our custom blends,” he elaborated. “These additional costs can ripple through our operations and influence our pricing strategies. That said, these challenges also sharpen our focus on key opportunities—most notably, expanding our value-added offerings like pre-portioned smoothie packs and clean-label fruit blends that resonate with today’s health-conscious consumers. On the domestic front, we see significant growth potential in both foodservice and retail, especially with partners who value reliability, traceability and premium frozen fruit.”

This year has been one of innovation in the category, especially at the recent NFRA Convention in Orlando. Brands were excited to showcase new items across the board. This continues a growth trend, with the frozen fruits and vegetables category as a whole eclipsing $10 billion in the last 52 weeks, according to Circana.

“We have continued to elevate the category through innovation and partnership. We expanded our Fit & Wellness and Energy Boost smoothie lines, introduced tropical favorites such as Mango on a Stick and launched our new Frappe Blenders—a line that brings barista-style indulgence into the frozen fruit space. We also strengthened our retailer collaborations through impactful in-store programs and digital campaigns that connect with consumers in meaningful ways,” said Balsinde.

Nature’s Touch is also getting in on the innovation trend, leveraging the company’s extensive history in frozen fruit to bring two new items to market at the recent NFRA Convention: sour coated fruit bites and chocolate covered fruit bites. 

The frozen fruit category is also a key area for retailers to capitalize on in the private label space. Both Comfrut and Nature’s Touch will be exhibiting at the upcoming PLMA Show in Chicago this November. Nature’s Touch, in particular, notes that at present, the company partners with six of the top 15 North American FDM retailers on their private label assortments. With a wealth of experience in the category, Nature’s Touch delivers compelling insights that drive frozen fruit sales, a company spokesperson noted.

Looking ahead to the coming year and beyond, brands are excited, with Balsinde sharing, “We see tremendous opportunity ahead as consumers continue to seek products that combine wellness, taste and convenience. At Campoverde, our mission goes beyond fruit, it’s about bringing joy, balance and inspiration to everyday life. We’ll continue leading the frozen fruit category with innovation, authenticity and a passion for helping people live well, one vibrant fruit experience at a time.”

2026 looks bright for the category, with brands like Campoverde, Comfrut and Nature’s Touch driving creative new options. Shoppers looking for traditional items are well serviced, while those that would not have stopped to look have a variety of new reasons to explore frozen fruit.