Many companies say the kiwifruit category is likely to grow in variety as more consumers become interested in special offerings.

“The ‘wow’ factor of both baby and gold kiwifruits are very high. People already love kiwifruits—now there are more varieties for them to explore,” said Karen Caplan, president and CEO of Los Alamitos, Calif.-based Frieda’s Specialty Produce.

“There are always some experiments with gold varieties,” said Jason Bushong, division manager for Giumarra Wenatchee, a division of Los Angeles-based The Giumarra Cos.

“New Zealand is really pushing the gold varieties,” he said.

Zespri North America, a division of Mount Maunganui, New Zealand-based Zespri International Ltd., has had good success with its yellow variety.

“We have introduced Zespri’s new SunGold variety to the market this year with great results,” said Michele Hoard, marketing manager of Zespri North America.

“Consumers love this refreshingly juicy sweet fruit piece of fruit. It is changing the kiwifruit category by giving consumers a delicious and nutritious new experience in a kiwifruit,” Hoard said.

Hoard said the company is continually working on new varieties.

“We have great partnerships with the New Zealand government and plant and food research to bring new varieties to the world.”