30th January 2026
Plant power: how California Prunes can help the trade tap into shopper demands
Tomorrow (31st January 2026) marks the end of Veganuary, the global campaign that encourages millions of consumers to switch to a vegan-only diet for January. Promoting the consumption of plant-based foods over meat and other animal products, this initiative is one of several that champion natural foods and are reshaping shopping habits.
Now the California Prune Board is encouraging trade partners to examine the role nutritious, shelf-stable and highly versatile California Prunes can play in line with today’s health-led plant-based trends, including:
Fibre-maxxing: With many UK adults still failing to meet the recommended 30g of dietary fibre intake, this TikTok wellness trend encourages consumers to prioritise high-fibre foods such as prunes to boost health
30-plants-a-week: As awareness around gut microbiomes and the impact they have on the immune system grows, this trend promotes plant diversity, and includes nuts, seeds, herbs and dried fruit alongside fresh and frozen fruit and vegetables
Veganuary and flexitarian diets: While ‘Veganuary’ encourages vegan eating, the flexitarian diet enables health-conscious consumers to focus on plant-based eating while still allowing occasional meat, fish and dairy
Clean label: Over recent years, the link between ultra-processed foods and increased health risks like obesity has come under scrutiny, fuelling the transparent appeal of natural foods
Esther Ritson-Elliott, Director of International Marketing and Communications, California Prune Board, says: “California Prunes are uniquely positioned to support these trends and can appeal to consumers looking to pursue healthier eating habits.
“Prunes are a fibre-rich and nutrient-dense source of vitamins and minerals that support the immune system, as well as gut and bone health, and can be easily incorporated into daily diets as an on-the-go snack or a versatile ingredient.”
For retailers and manufacturers, California Prunes offer strong cross-category potential, adding natural sweetness and a chewy texture as an ingredient in food manufacturing and baked goods or as a functional snack. As a dried fruit, the long shelf life of prunes also supports environmentally conscious consumers in reducing food waste.
By spotlighting the nutritional benefits and premium California origin through global promotional campaigns and working closely with partners across export markets, CPB supports retailers and manufacturers to unlock the category’s significant sales potential.
Esther adds: “Plant-based foods have moved into mainstream consumer consciousness, with health-hungry and trend-led consumers driving sales of natural foods. California Prunes are a natural and nutritious option for the trade to leverage. They are also prized for their quality and distinct flavour, which can be traced back to the world-leading agricultural, growing and drying practices at work in the California prune orchards. This provenance, coupled with our reliability of supply, gives both the trade and the consumer confidence in our prunes.”