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The latest innovation insight from Gama Compass
MANCHESTER – 27th February 2026: In this month’s Innovation Insight, we look at the mainstreaming of edible packaging technology through the launch of a range that leverages traditional confectionery techniques to solve modern on-the-go snacking pain points – Eat Natural Soft Fruit Bars.
Read this Innovation Insight in the next issue of Gama News.
Launched in the UK in late 2025, the Eat Natural Soft Fruit Bars range (available in Apple and Red Fruits varieties) introduces a thin layer of edible wafer paper (primarily composed of potato starch, water and sunflower oil) as an outer ‘wrapping’ sandwiching the core of the bar. While the product is currently sold in a secondary cardboard multipack with individual plastic wraps for shelf-life, the innovation is positioned as a ‘mess-free’ solution. By providing an edible, non-stick barrier, Eat Natural allows consumers to handle fruit-dense, sticky bars without the need for immediate hand-washing, directly targeting the ‘commuter-snacker’ demographic.
“Eat Natural Soft Fruit Bars proves that consumers are ready to ‘eat the wrapper’ if it improves the snacking experience; the next frontier is for brands to leverage this acceptance to de-plasticise the entire multipack supply chain”, commented Gama insights director Tom Warden. “Suppliers should evaluate their portfolio for similar ‘high-stick’ or ‘high-mess’ products where edible barriers can act as both a UX upgrade and a catalyst for a possible wrapper-free future”.
Image source: Eat Natural
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About Gama
Gama is a global provider of business information and services specializing in product innovation, international trade and investment.
Through our worldwide network of over 200 experts in more than 50 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
Notes to editors
Tom Warden, Gama insights director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
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