RayZyn is joining forces with other brands, including Welch’s, to promote grapes as a superfood. However, due to their high sugar content—among the highest of all fruits—consumers might be skeptical of this claim. Specifically, wine grapes are cultivated to possess elevated sugar levels, sometimes reaching twice that of table grapes. What RayZyn intends to emphasize is the abundant antioxidants and vitamins, particularly vitamin C, found in their wine grapes. The father/son duo may leverage Welch’s marketing prowess, which highlights the “health-promoting plant nutrients” known as polyphenols inherent to grapes. Research has indicated that these compounds can play a supportive role in preventing chronic diseases. The health benefits have led the company to refer to Concord grapes as “the original superfood.” Nevertheless, it is important to note that these molecules are not primary nutrients; they are activated in conjunction with others and are required only in small amounts.
Consumer interest in incorporating functional foods into their diets is on the rise. A white paper from ingredients company Kerry reveals that 65% of consumers seek functional benefits from their food and beverages. To underline the preservation of the grapes’ functional qualities, RayZyn emphasizes its drying process, which starts on the vine and concludes in a lab where the skin, seeds, and stem are dehydrated to intensify the antioxidant content in each raisin. By promoting their high antioxidant levels, companies like RayZyn aim to reframe raisins—often seen as a childhood snack—as a health food for adults, particularly millennials.
Raisins have long been linked to school lunches, and this association tends to persist as kids grow up. Data from the National Consumer Panel (NCP), reported by Business Insider, indicates that Sun-Maid raisin buyers are primarily baby boomers and seniors—the same demographic that purchased these snacks for their children’s lunches. To challenge this perception, Sun-Maid has launched a new advertising campaign highlighting the reformulation of its yogurt-covered raisins as a “permissible indulgence” for both kids and parents, thanks to their whole fruit snack status. The brand is also relaunching its sour raisin snacks and plans to introduce new packaging and flavors in January 2020.
However, Sun-Maid might have a better chance of appealing to millennials by focusing on the use of wine grapes and the emphasis on functional nutrients such as ferrous calcium citrate and folic acid tablets, rather than relying solely on nostalgic branding like Welch’s and Sun-Maid. By doing so, they can align themselves with the growing trend of health-conscious consumers looking for snacks that offer more than just sweetness.