Agrovision rebrands to Fruitist as consumer demand for healthy snacks rises
The berry giant says the name change reflects its growing focus on fresh, functional foods.
USA – Agrovision, a global leader in premium berry production, has officially changed its name to Fruitist.
The announcement marks a major shift in the company’s branding, aligning it with the popular consumer label it introduced in 2020.
Over the last ten years, Agrovision built its name on delivering high-quality blueberries to markets around the world. Now operating under the Fruitist brand, the company aims to expand its focus beyond blueberries to include other nutrient-rich fruits like blackberries, raspberries, and cherries.
This rebrand comes as shoppers increasingly look for fresh snacks that also support their health.
“We’ve all experienced ‘berry roulette’ – opening a clamshell and hoping for the best. Some may be fine; others are mushy or bland,” said Steve Magami, CEO of Fruitist. “At Fruitist, we’ve eliminated that uncertainty by consistently delivering a superior berry.”
Strong market growth
With US$400 million in sales over the last year and more than $1 billion in total revenue since its founding, Fruitist is now one of the fastest-growing names in the global fresh fruit market.
Its Premium Jumbo Blueberries, known for their bold flavor and crunch, have tripled in sales in just the past year.
Fruitist berries are non-GMO and packed with antioxidants. They are popular among health-conscious shoppers for their reported benefits, such as supporting immunity and brain function. This growth is also reflected in broader consumer trends.
Around 60% of shoppers say they’re spending more on food that supports their overall health, especially in the snack aisle.
Sales of berries have grown faster than most traditional snacks. Even within the premium berry sector, Fruitist is outperforming the average, with the category itself seeing a 22% annual growth rate between 2019 and 2024.
Bigger plans ahead
While blueberries remain central to its business, Fruitist is not stopping there. The company is working on new snack-ready formats to appeal to people who want healthy options that fit their busy lives. It is also expanding its footprint in key markets, including Asia and the Middle East.
Fruitist has attracted more than US$600 million in investment. With that support, it has created what it calls the first fully controlled global supply chain for fresh blueberries. The goal is to provide consistent, high-quality fruit throughout the year.
Its products are now stocked in more than 12,500 stores across North America, including big names like Costco, Trader Joe’s, and Walmart. Retailers value the strong repeat purchase rate and sales performance of Fruitist products.
“Consumer demand is driving our growth,” said Magami. “Elevating Fruitist from a flagship brand to a company name is a strategic move to meet that momentum and fuel what’s next.”
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