Campaign aims to encourage growth in dried fruit category

The Dried Fruit Alliance – consisting of Whitworths, Californian Raisin Administrative Committee, the California Prune Board, Pagysa, Aegean Exporters Association, Raisins South Africa, Victorian State Government, Dried Fruits Australia and Suriaexport Raisin Exporting Group – aims to re-educate consumers about the health benefits and versatility of incorporating dried fruit in everyday diets.

The 2021 #eatmoredriedfruit campaign aims to raise awareness of the health benefits of dried fruit to increase consumption of dried fruit over the next five years. The campaign will be fronted by TV personality Denise Van Outen and will be supported by lifestyle, parenting, fitness and foodie influencers to help create positive discussion about the health benefits of dried fruit and demonstrate its versatility as an ingredient.

Phil Gowland, DFA executive committee member and commercial director at Whitworths, said: “We’ve joined forces with a selection of dried fruit brands and businesses to actively encourage category growth. In a year when dried fruit sales have risen for the first time in two years, it’s a great time to continue this upturn and talk about the health benefits of dried fruit that many are not aware of.

“National surveys show that 92% of children aged 11-18 years and 73% of adults are not getting their 5-a-day and only 60% of adults are meeting their recommended daily intake of fibre (30g). The #eatmoredriedfruit campaign is educating consumers that dried fruit has a place in healthy lifestyles being an excellent source of fibre, and a great source of iron and copper which are key in maintaining a healthy immune system.”