Innovation Drives Produce Growth

Innovative, produce-based convenience products are capturing consumers’ attention. Single-serve French fry packs, sliced avocado bread, fresh‑cut salads, and corn‑on‑the‑cob bites are among the products reshaping the produce aisle.

In the fresh produce sector, berries, grapes, and avocados posted the largest gains in dollar sales last year, according to FMI, The Food Industry Association. Meanwhile, the top three vegetables shifted: potatoes, lettuce, and tomatoes were replaced by onions, cucumbers, and peppers as the sales leaders.

More consumers included fresh fruit and vegetables in meal occasions throughout the day last year: 34% reported eating them daily, while 43% consumed them on three days a week or less often, per FMI. Fruit shines at breakfast and for snacking occasions. Vegetables dominate dinner, although they are making inroads as snacks.

Frozen fruits and vegetables are most commonly used as sides to a main entrée, the American Frozen Food Institute reports. That’s followed by use in beverages and smoothies and as breakfast foods, desserts, and appetizers.

Convenient, globally inspired veggie-laden meals—fresh or frozen—are gaining traction. PuraVida’s LifeBowl line offers veggie-, grain-, and rice-based frozen bowl meals in varieties such as Mediterranean Orzo and Tahini Buddha, which come in eco-friendly containers. Similarly, Birds Eye Teriyaki Stir-Fry Veggies & Sauce provides a quick stir-fry base of vegetables and noodles in a teriyaki sauce. Additional offerings like Ajinomoto’s Japanese-Style Vegetable Fried Rice and Spice World Easy Onion, a ready-to-use chopped product sold in jars and squeeze bottles, cater to easy cooking.

Restaurant takeout and delivery habits bolster the inclusion of produce in meals. Six in 10 consumers usually add fresh fruits as sides or desserts with takeout and delivery orders, 58% add vegetables as sides, 54% get a smoothie, 50% add extra toppings (to pizza, for example), and 45% include a bagged salad kit, according to FMI.

In frozen produce innovation, Green Giant Crispy Smashed Potatoes, Actual Veggies Super Fries, Alexia Spice of Life Thai Inspired Roasted Seasoned Potatoes, and the Birds Eye Ultimate frozen vegetable line (veggies with a cheese or butter sauce) deliver comfort with convenience. Frozen veggie combinations include Birds Eye Normandy Blend and PuraVida’s Flame Grilled Fajitas Rajas.

Value-added fresh produce is also trending: 34% of consumers frequently purchase packaged salad kits, 33% buy precut vegetables, and 27% buy fresh-cut fruit, per FMI data. Dole introduced a Chopped Hummus Crunch Salad Kit, and Fresh Express rolled out a Thai ‘N’ Cashews Chopped Salad Kit.

Exotic fruits like guava, dragon fruit, passion fruit, kumquats, star fruit, and jackfruit are expected to be strong sales performers, according to research data from Frieda’s, a specialty produce company. Organic EZ Open Sweet Young Coconuts from Melissa’s Produce feature a soda-style tab opener and come with a straw.

Specialty jarred items from Williams Sonoma, such as Bridgerton Passion Fruit Curd and Lazzaroni Amaretto Cherries, are also trending. Dessert fruit-and-cheese combos such as Laura Chenel fresh goat cheese in varieties like Mango Habanero are generating buzz.

Smoothies are perceived as second only to oatmeal as a healthy food option, according to Datassential. Jamba at Home smoothie kits deliver from 1 to 2 grams of protein per smoothie, depending on the variety.

Unit sales of frozen fruit jumped 5.5% for the 12 weeks ended May 18, 2025, per Circana. Cape Cod Select’s smoothie blends include a Tropical Blend made with cranberries, bananas, pineapples, and mango. Pitaya Foods, which positions its products as regenerative and organic, introduced Swirl Smoothie Bowls. Dole Whip frozen pineapple dessert cups extend the company’s produce repertoire.

With sales of $21.5 billion, up 10.3%, produce remained the largest organic food category last year, according to the Organic Trade Association. Sales of organic bananas surged by 15.5%, while new apple varieties and tropical fruit are showing strong momentum.

Controlled-environment agriculture brands are gaining attention. Little Leaf Farms lettuce is grown “hands free.” BrightFresh Microgreens touts the flavor and freshness of its products grown without artificial light.ft