Jovy

Fruit leather first emerged in New York City in the 1900s when Syrian immigrants dried apricot paste, and it came in one flavor: apricot. Louis Shalhoub, whose grandfather George was one of the first immigrants selling apricot fruit leather in the early days, founded Joray in the 1960s and sold the first commercial fruit rollups in a variety of non-apricot flavors. It wasn’t long before General Mills came out with their own Fruit Roll-Ups in various kid-friendly forms including Fruit-by-the-Foot and Gushers, and today that’s the brand that dominates the market.

After checking out the ingredients in the Joray and General Mills chewy fruit products, neither seemed worthy of a clone. Joray rolls are all apricot puree-based fruit rolls, sweetened with corn syrup and sugar, artificially flavored, and diluted with flour for a red licorice vibe. The texture of these rolls was hard and much too chewy, and the fruit flavors were lacking. One the other hand, the flavor of the General Mills rolls was delicious, and the products were always soft and chewy as you would expect. But with so much sugar, and just a wee bit of real fruit pear puree in the mix, these products aren’t much more than candy.

As it turns out, the fruit rolls with the deepest histories are not the best fruit rolls on the market. That honor goes to Jovy, a brand from Mexico with fruit rolls in a variety of flavors that actually taste like the fruit that’s printed on the label. Jovy does this by using real fruit combined with a blend of apple and pears. Apples and pears have a more subtle flavor that combines well with other fruits, plus their high pectin content contributes a pleasant texture to the finished product. Jovy enhances the fruitiness by adding artificial flavors and colors to the rolls, but I chose to go with all-natural ingredients in this hack to let the real fruit flavor shine.

My Jovy fruit rolls recipe includes three flavors: strawberry, raspberry, and mango; all of which call for frozen fruit or berries, so you can make these any time of the year. Purée everything for the roll of your choice in a food processor or blender, then pour 1/3-cup portions onto baking mats and bake at a low temperature until you can peel off the tasty fruit leather. If you have a “time bake” or “cook time” setting on your oven, you can start a batch in the evening, the oven will turn off automatically when it's done, and your fruit will be cool and ready to roll in the morning.

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