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The bright colours of organic fresh fruit are produced by anti-oxidants, a group of phytonutrients essential for cell protection. Blue/purple/red hues from anthocyanins are found in blueberries, blackberries, prunes, plums, & pomegranates; yellow/green lutein in kiwifruit; pink lycopene in watermelon, pink grapefruit, & guava; yellow-orange carotenoids in mangos, cantaloupe, & apricots.

Flavonoids found in fruit are mostly colourless, but they too help to counteract free-radical formation.  They incude the flavonols, myricetin in berries and quercetin in apples, cranberries, and grapes, and the flavanones hesperetin and naringenin both found in citrus fruits and juices.