This year we had the pleasure of attending the IFP Show in Anaheim, and the show floor was full of energy. The convention center was packed with everyone from major industry leaders to the brands you unknowingly buy every week. And if one thing was clear, it’s that the produce world is evolving. 

Across hundreds of booths, we spotted design shifts, packaging innovations, and new product formats that are poised to shape what we see in our grocery stores over the next year. Here are the biggest trends that stood out.

1. Produce Design Is Getting a Candy-Aisle Makeover

If there was one theme we couldn’t ignore, it was this: produce brands really want to stand out.

Gone are the days of earthy, natural, “this-is-healthy-so-it-must-look-simple” packaging. Instead, produce is embracing the same bold, colorful, personality-packed design trends we’ve been seeing in CPG for the past few years.

Think big typography. Bright colors. Cartoon-style illustrations. Packaging that feels more like your favorite snack brand than something from the produce section.

At first glance, the shift is surprising. But the effect is smart—these bold visuals actually make the produce feel more premium, more exciting, and more fun to pick up and use.

Digs Potatoes nailed this approach. They turned a traditionally plain product—potatoes—into something vibrant and full of character. Their bright yellow color palette and playful cursive logo bring a sense of energy that actually makes you want to cook potatoes.

Nature Fresh Farms also stood out with a lineup that not only uses lively graphics, but gives every product its own ownable name and emotion. Their cherry tomatoes are called “Devours,” strawberries “Little Obsessions,” and other ranges include “Thrills,” “Dramas,” and “Glows.”
It’s clever, memorable, and makes each product feel like an experience rather than just an ingredient.

2. Convenience Is King: New Product Formats for Busy Customers

Another big theme? Making produce easier and more intuitive to use.

We saw multiple brands leaning into convenience with snack packs, portion-controlled servings, and meal-ready kits.

Taylor Farms offered simple grab-and-go packs with carrots, tomatoes, and cheese, while Calavo showcased their single-serve guacamole cups—perfect for that mid-day chips-and-guac craving.

But some brands took it even further.

The Little Potato Co. introduced potato kits that pair their bite-sized potatoes with seasoning packets for effortless meal prep. Just add heat and you’re done.

Bolthouse Fresh also impressed with their versatile carrot products. Their “Carrot Shakers” include seasoning packets you shake inside the bag, coating the carrots in fun, bold flavors. Their “Carrot Sizzlers” take it up a level with sauce packets that transform carrots into an easy stovetop side dish.

These products rethink how produce can fit seamlessly into everyday life.

3. Packaging Innovation: Less Plastic, More Personality

Sustainability was everywhere at IFP this year. Many brands are working hard to reduce plastic without compromising the quality of their product.

Our client Good Farms achieved a 15% packaging reduction by moving from clamshell packaging to a seal-top format.

Giant introduced their new “Giants” range of jumbo berries in fully Kraft boxes, paired with a playful handwritten logo that brings new personality to the brand.
Driscoll’s also displayed Kraft and seal-top options across multiple product lines.

At the same time, some brands used packaging as an opportunity to get creative.
Rockit Apples showcased their apples packaged in a tennis-ball-style tube (complete with a charming animated apple character). It’s fun, functional, and feels like something straight out of an Asian convenience store—a smart way to stand out and make snacking more joyful.

So, What Does All This Mean for the Future of Produce?

From playful, CPG-inspired design to smarter packaging and ultra-convenient product formats, brands are redefining what fruits and vegetables can be. The takeaway? Produce doesn’t have to be serious or boring. It can be exciting, delicious, visually bold, and genuinely enjoyable to use.

And if what we saw at IFP this year is any indication, shoppers will soon see (and feel) these changes every time they walk down the produce aisle.