Leading berry supplier BerryWorld is launching a major health-focused campaign to educate consumers about the nutritional benefits of berries. The initiative, previewed at Fruit Logistica and supported by new consumer research, targets key wellness trends including immunity, gut health and weight management throughout 2026.
The important role that berries can play in supporting good health is set to be a major focus for leading supplier BerryWorld this year, the company has announced.
Having previewed its new campaign at Fruit Logistica in Berlin, and ready to underline its commitment with an appearance at Fruitnet Berry Congress in London on 19 March, the group said it planned to tell consumers about the nutritional benefits of berries – especially its own award-winning portfolio of proprietary and exclusive genetics.
Its efforts will revolve around the functionality and benefits of eating berries, as part of what it referred to as a “wider health-led strategy” throughout 2026.
“The ever-growing focus on health amongst consumers today, in combination with emerging snacking trends, presents a significant opportunity for the berry category to make its mark, educating consumers on the benefits of berries, whilst tapping into convenience,” commented Charlotte Knowles, BerryWorld’s marketing and communications director.
Big six for 2026
Collating recent industry research on consumer habits and health concerns, BerryWorld has also developed an insight report, The Big 6 For 2026.
The publication picks out popular health trends such as mental wellbeing, hydration, gut health, weight management and immunity, and links each to specific berries based on their nutritional profile.
The overall aim is to tell consumers more about the role that berries, as natural, nutrient-dense, unprocessed foods, can play in terms of sustaining a healthy and balanced diet.
Bringing benefits to life
BerryWorld stress-tested its insight gathering in February at Fruit Logistica, where it invited stand visitors to share their biggest health concerns and learn how berries could help to address them.
“From our activation in Berlin, we discovered that one of the key health concerns for 2026 was immunity,” Knowles revealed. “Over 36 per cent of respondents selected this as their primary health concern, with weight loss a close second.”
She added: “Our findings correlate with global insight from Circana, which found that 38 per cent of EU consumers are looking for increased immunity.”
Event presence
BerryWorld said it was proud to sponsor this week’s Fruitnet Berry Congress, which kicks off in London on Thursday 19 March.
To celebrate National Hydration Week, it will use the event to raise awareness of the health benefits of berries and their role in hydration, with a gift for all attendees.
