New at Dirafrost: fruit puree in a squeeze bottle

"More mangoes and blueberries being frozen"

Dirafrost are best known for their red fruits in the frozen produce sector. "Strawberries and raspberries form a large part of the volume. But there has been a significant increase in mango and blueberries in the last few years. This is comparable to the fresh fruit market. The influence of the healthy eating trend means these fruits are being used more in recipes", says Liesbeth Buffels, who is responsible for marketing and communication at the company.

Growth in popularity of smoothies

She has seen an increase in the popularity of smoothies. "Frozen fruits are handy for smoothies; it also cools your beverage down. Combinations of fruit and vegetables are also trending. Dirafrost offers frozen fruit mixes for smoothies to the food service and retail sectors. Last year we introduced a new brand, Smooth Fruit, to the retail sector. The goal was to have an easy, fast, healthy and affordable breakfast or snack for consumers in a nifty format. More Fun in the Freezer. Frozen fruits could use some good PR. The advantages of frozen fruit are their ease of use and affordability. They also contain a host of vitamins as they are frozen soon after harvesting." Sustainability is also a trend. "Retailers want to see the necessary certificates and audits to show that we grow and process our fruit in an ecological, economic and socially responsible way."

Dirafrost's customers can be divided into three market segments. "These are the catering and baking wholesalers, the food industry, and retail. Geographically-speaking, our largest market is still Europe. We supply France, Germany, the Netherlands, Spain and the UK. We are looking to expanding into exports outside of Europe." 

Dirafrost was started in 1988 as a family business in Herk-de-Stad, in the heart of the Limburg fruit region in Belgium. In 2004, it became a member of the the Austrian Food Concern, Agrana, which has 54 factories in 26 countries worlwide. Their products include IQF fruit, IQF fruit mixes, fruit purees, fruit coulis, and fruit mixes for smoothies. "We produce under our own label, DIRA, and under a private label. Last year we introduced a new brand,, to our portfolio. This is a sugar-free, gamma fruit puree in a handy squeeze bottle, used by bartenders."

For more information:
Liesbeth Buffels
Dirafrost Frozen Fruit Industry nv
Klaverbladstraat 11
3560 Lummen, Belgium
T: +32 (0) 13 55 02 90

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