Fruit is now the most-consumed snack and dessert item in the U.S. and overall consumption is second only to the sandwich, according NPD Group. A quest to get healthier may be part of the reason, but convenience plays a key role, said NPD industry analyst Harry Balzer. "I think fruit is a lot like yogurt. It's self-contained, there’s no preparation needed, all that's really required is that it be fresh. ... In many ways, its part of the larger issue of 'How do we make our lives easier?'"

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