Dole enters wellness space with fruit-powered vitamins

Dole is expanding its portfolio with a new line of sustainably crafted, fruit-powered vitamin chews.

The Secret Nature of Fruit is a new functional supplement that looks to uncover and harness the hidden secrets of fruit to deliver the key functional nutrients needed to help power the body naturally, the company said.

Made to tap into the nutritional power of natural fruit and phytonutrients, the supplements contain vitamins, minerals, adaptogens and no processed sugars. In addition to the vitamin chews, Dole will be debuting a line of probiotic fruit sodas to help support gut health.

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Available in four blends, the Secret Nature of Fruit varieties include:

• Immunity: Made with orange, camu camu and ginger root, it works to promote immune support, as well as provide sources of vitamin C and zinc;
• Beauty: Designed to support healthy skin, hair and nails, it features strawberry and pomegranate, as well as vitamins A and E, biotin and CoQ10 for a clear complexion and fight free radicals;
• Focus: Containing passion fruit, strawberry, choline, L-theanine and vitamins B6 and B12, it works to promote alertness, clarity and focus; and
• Energy: A total body vitality boost that helps energize users through a blend of watermelon, guava, vitamin B12, iron and ashwagandha.

“As a 170-year-old CPG packaged fruits company, this year we are accelerating our transformation into a purpose-led, health and wellness company, and entering the functional supplements category is an integral part of this transformation. The Secret Nature of Fruit is a product of our fruit-forward approach and insatiable curiosity” said Orzse Hodi, senior vice president and managing director, USA, Dole Packaged Foods. “This new sustainable line explores every part of the nutritional power of all the fruits nature provides, and to promote healthy hair, skin and nails – we used the Dole Promise and science as our guide to develop something truly transformational.”

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The Secret Nature of Fruit vitamin chews is available for purchase online through Amazon and at select retailers including 179 Hy-Vee stores and 62 Giant Eagle stores across Pennsylvania, Ohio, Maryland, Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin for a suggested retail price of $13.99.