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Our approach

How we think about fruit, freeze-drying and the information you deserve to see.

How we choose what to sell

A product earns a place in the VITOD range when it tastes good, has the right texture for how people will eat it, and comes with information we can stand behind.

  • Flavour before novelty. We would rather offer fewer products that are genuinely good than a long list of variations.
  • One method, done well. Every VITOD fruit is freeze-dried. Each product page confirms the method and gives storage guidance for that product.
  • Evidence before claims. We will only describe a product as, for example, free from something or suitable for a particular diet when we hold evidence for that specific product.
  • Specialist partners. We will work with specialist producers and suppliers, and each product page will name the business responsible for the food.

How freeze-drying works

Every VITOD fruit is freeze-dried. Water is removed at very low temperature, so the fruit stays light and crisp and keeps much of its shape and colour.

Freeze-drying

A cold, patient process that removes water from frozen fruit without letting the ice melt.

  1. Fresh fruit is prepared and frozen.
  2. In a vacuum chamber, gentle heat turns the ice straight into vapour without it melting first.
  3. The finished fruit is packed away from air and moisture.

What it keeps

Because the water leaves as vapour, the fruit keeps its structure: light, crisp and full of colour.

Texture
Light and crisp, melting as you eat it
Appearance
Close to the fresh fruit's shape and colour
Good for
Snacking, breakfast bowls, baking, desserts and garnishes
Storage
Keep sealed and dry: it absorbs moisture and softens if left open

Each product page confirms the method and gives storage guidance for that product.

Read more about the checks each product goes through in Sourcing and quality.