Superfruits offer great potential in establishing a new category of value-added fruit products that target a mainstream consumer audience, according to a new report from the Hartman Group, Bellevue, WA. There are significant opportunities for creating large branded platforms across the superfruit space, not just one-off, fruit-specific brand extensions or enhanced versions of base products that have the potential to cannibalize a company’s base business, the report states. Alongside which fruits to market as “superfruits,” given consumer associations, product format also strongly affects how consumers view nutritional or health and wellness claims.