Exotic flavor trend prompts Imperial passionfruit bar launch

By Oliver Nieburg

- Last updated on GMT

Imperial hopes its Maracujá passionfruit bar will help it capitalize on a trend for exotic fruits
Imperial hopes its Maracujá passionfruit bar will help it capitalize on a trend for exotic fruits

Related tags Brand Confectionery Fruit Global confectionery market

Portuguese confectioner Imperial-Produtos Alimentares has added a new passionfruit chocolate bar to its Regina brand as it looks to seize on a market trend for exotic flavors.

João Machado, brand manager at Imperial, told ConfectioneryNews.com: “The demand for exotic flavors is rising in Europe. “

He said that consumers were looking for products that combine these acid fruits with milk chocolate.

Value-added with exotic

“The passion fruit is rising in other markets also, like juices, yoghurts,”​ said Machado.

His view reflects those of analysts. A 2011 report from Global Industry Analysts (GIA) indentified exotic flavors as one of the key future growth drivers for the confectionery market as consumers turn to added-value products.

Leatherhead Food Research also highlighted the potential of exotic flavors in its Global Confectionery Market' report​  released last year.

Ingredients firm Wild previously told this site that it saw the confectionery segement as the main market for its range of natural exotic flavors that it launched at Food Ingredients Europe (FiE) last year.

Imperial launch

Imperial has a fruit flavor range for its Regina brand that includes pineapple, strawberry and orange flavors.

It has added a passionfruit variety to further tap into demand for exotic flavors.

All Regina products are manufactured at Imperial’s plant in Vila do Conde, Portugal.

The brand is also present in Imperial’s 40 export countries, which includes the US.

Company profile and standing in Portugal

Imperial is part of Portugal-based conglomerate RAR Group, which turned over almost €1bn ($1.3bn) last year.

The company produces goods for its own brands, including Jubileu, Pintarolas and Allegro.

The firm also has contract manufacturing business that produces finished products for private label customers.

Imperial is seventh place in the overall Portuguese confectionery market with a 2.2% share, behind the market leader Mondelez on 15.7%, according to data from Euromonitor International

The Portuguese chocolate market is worth $312.9m, but has declined substantially in the past five years, Euromonitor data indicates.

Related topics Ingredients

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1 comment

Well that certainly sounds vile

Posted by DRH,

Why would anyone want passion fruit befouling their chocolate?

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