Gut health is trending. Brain clarity and focus are in. Anti-inflammatories and metabolism-boosters are top of mind and driving purchasing decisions. In the midst of the wellness wave, shoppers are turning to products that promise improved digestion, energy, and overall health.

The irony? While functional drinks, trendy powders and supplement brands fight for shelf space, the ultimate functional foods have always been here. Whole, fresh produce grown from the ground remains the most natural and powerful source of nutrients today’s health-conscious consumers are seeking. It’s not marketing – it’s biology. That’s why produce brands shouldn’t just be riding the wellness wave, they should be leading it and leveraging it for long-term growth.

How to Tap into the Power of Produce in the Age of Functional Nutrition & Wellness

1. Leverage the Superfood Super Power

Every fruit and vegetable is naturally grown with its own built-in product advantage: a unique health benefit profile. From artichokes loaded with antioxidants to leafy greens rich in iron and citrus filled with vitamin C, the nutritional value of fresh produce is unrivaled by any competing product, and when that value is clearly communicated, it becomes the product’s most effective sales asset. In fact, a global survey conducted by Bryter reports 47% if respondents say that superfoods are essential to being healthy.

Produce marketers can start by identifying each item’s strongest functional claim and making it front-and-center. Using simple, benefit-driven language such as “Supports Gut Health”, “Natural Anti-Inflammatory”, “Rich in Plant-Based Fiber” in packaging and reinforcing it as a key message on signage and throughout digital content is an effective way to connect with the growing audience of health-focused consumers in their language.

2. Empower with Education

84% of US consumers say wellness is a “top” or “important” priority, according to McKinsey & Company’s latest Future of Wellness survey (May 2025). This rising interest presents produce marketers with a significant opportunity to educate and connect. As shoppers are increasingly craving transparency and nutritional insight, they’re more likely to trust (and purchase from) brands that effectively communicate the health benefits of their products.

Storytelling is one of the most effective ways to educate. Share the five Ws of your produce; WHO grows it?, WHAT it does for the body, WHY does it matter – nutritionally and sustainably?, WHERE, WHEN and HOW is it grown?

From a lemon ripening on a sun-warmed Chilean tree to a broccoli head harvested at peak freshness in California, bringing your product’s journey to life helps consumers make the connection between nature and nourishment. Where there is understanding of fueling with something real, grown from the ground filled with natural benefits, there is empowerment to choose produce as part of a wellness-focused lifestyle.

3. Capitalize on Trends to Keep Produce Fresh & Fun

Just because produce predates the new, trendy functional options by millennia, doesn’t mean it has to feel like a boring or outdated choice. In fact, with the right marketing strategy, it’s actually positioned and seen as one of the most vibrant, crave-worthy categories on the shelf. By leaning into trending content such as short-form recipe videos, playful lifestyle shoots, social media audio trends, and bold, colorful photography, you can make your products feel as exciting as any new wellness snack. For example, take a look at this bright, eye-catching video highlighting Dandy® Sweet Corn tossed into a Mexican street corn salad, or bright lifestyle shot featuring Dandy® celery and radishes being enjoyed poolside along with other fresh summer bites. 

Beyond capitalizing on current food and food content trends, it’s important to stay attuned to your audiences shifting health priorities. For example, according to McKinsey’s report, energy, gut health, immunity and muscle, bone, and joint support are currently the most sought-after health benefits. Keep up with current health and wellness goals to ensure alignment of product messaging with what shoppers are actively searching for—whether it’s fiber-rich veggies for digestion or vitamin-packed citrus for immunity.

Keeping fresh feels fun and functional is the key to taking your product’s view of side dish or snack, to solution!

Not sure where to start in optimizing your product’s branding to the age of functional nutrition and wellness awareness? Reach out to our team – we’d love to help you map out next steps!