Prune Power: California Prune Board tackles misconceptions about dried fruit

The California Prune Board is seeking to dispel common misconceptions and share some surprising truths about prunes, as it ramps up global efforts to spotlight their role as a nutritious, everyday snack. 

High in fibre, prunes have long been perceived as a remedy for digestive issues. For some, this ‘medicinal’ image consigns prunes to the store cupboard for occasional use only. For others, prunes are, albeit wrongly, associated with added sugars or high-calorie content and are seen as a much less nutritious alternative to fresh varieties. 

Now, with recent health trends, social media and the advent of GLP-1 medication propelling nutrient-dense prunes and dried fruit to the forefront as the ideal diet ally, the California Prune Board has addressed some misconceptions about prunes – and the truth behind these purple wonders. 

Truth #1: Prunes do not contain added sugars

Prunes do not contain added sugars and instead contain naturally occurring fructose and glucose with almost no sucrose, delivering a concentrated burst of natural sweetness. The fibre and nutrients found in prunes help slow the digestion of these naturally occurring sugars, which leads to a steadier release of energy and a more moderate rise in blood sugar compared with processed foods containing added sugars.

Truth #2: Prunes are fat-free and saturated fat-free

Fat free and saturated fat free, with a low glycaemic index (GI) of 29, prunes have fewer than 100 calories per 38g serving[1]. Naturally high in fibre, prunes can also contribute to achieving your ‘5-a-day’ and make for a convenient, shelf-stable and nutritious snack. A study carried out by the California Prune Board shows that using California Prunes in baked goods can help reduce fat by nearly a quarter, making it an ideal natural alternative to both butter and added sugar in commercial bakery.

Truth #3: Nutrient-dense prunes have natural health benefits 

Under-consumption of fibre has been linked with a range of health conditions, and yet just 4% of UK adults meet the recommended daily intake of fibre[2]. With 7g of fibre per 100g, a handful of prunes a day is an easy way to boost your intake. What’s more, prunes also contain a myriad of other helpful nutrients, like vitamin B6, which contributes to normal red blood cell formation and the regulation of hormonal activity; manganese and copper, which help protect cells from oxidative stress, and potassium, which helps maintain normal blood pressure. Prunes are also high in vitamin K, which is essential for blood clotting, wound healing and maintaining bone health. In fact, there are more than 70 published studies linking the positive effects a handful of prunes a day can have on the body, including bone and gut health.

Truth #4: Prunes are delicious as a snack and an ingredient

As a dried plum, prunes are deliciously chewy and moist, delivering an intense sweet taste. California Prunes, in particular, are sought after for their concentrated sweetness, size, and consistency of flavour. Grown in the state’s lush valleys, fertile soils and warm Californian sunshine, California Prunes are rich, smooth and versatile, pairing well with both sweet and savoury flavours. From snacks and breakfast toppings to ingredients in smoothies and savoury meals, prunes’ versatility makes them an ideal substitute for added sugar and an alternative to meat in plant-based dishes, thanks to their fleshy and succulent texture. 

Truth #5: Prunes are trending with younger consumers

Prunes have been around for generations and are used globally in everything from stews to desserts. Now, recent trends like ‘fibremaxxing’ – essentially increasing fibre intake to help improve blood sugar control, digestion and overall health – are taking social media by storm, and prunes are having the glow-up they have long deserved. Indeed, a 2025 survey from Ocado and Savanta revealed that 62% of Gen Z are trying to boost their fibre intake[3], presenting a significant opportunity for prunes. 

Portable and non-perishable, prunes are the ultimate go-to snack, recommended by everyone from healthcare professionals and social media influencers to leading sports athletes, who are embracing their benefits as part of a healthy, balanced diet.

Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, adds: “The long held perception of prunes as an occasional necessity to get the digestive system moving is shifting, and an increasing number of consumers are adding them to their daily diets. By dispelling some of the misconceptions around prunes, the California Prune Board aims to support the trade to reach even more consumers and drive further sales.”

www.californiaprunes.net

[1] 4-5 prunes

[2] https://www.gov.uk/government/statistics/national-diet-and-nutrition-survey-2019-to-2023/national-diet-and-nutrition-survey-2019-to-2023-report

[3] Fibre on the rise as younger shoppers drive demand for traditional staples | Ocado Retail Limited | Ocado Retail

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Editors notes

The California Prune Board was established in 1980 to represent growers and handlers under the authority of the California Secretary of Food and Agriculture. California is the world’s largest producer of premium prunes with orchards across the Sacramento and San Joaquin valleys. Promoting a lifetime of wellness through the enjoyment of California Prunes, the organisation leads the premium prune category with generations of craftsmanship supported by California’s leading food safety and sustainability standards. California Prunes. Prunes. For life.

www.californiaprunes.net