Zespri will show off a new proprietary clamshell pack for its SunGold kiwifruit at the Feb. 27-20 Southeast Produce Council’s Southern Exposure 2020 show in Tampa, Fla.
Zespri’s new one-pound package is designed vertically, according to a news release, and displays the SunGold kiwifruit. The custom, proprietary clamshell is designed only for Zespri, and its vertical design was designed to grab the attention of shoppers and drive sales.
The new one-pound packaging will roll out in May to coincide with the start of the season, the company said, and Zespri will support the new launch with heavy marketing support.
“Our new custom packaging size and graphic sleeve features our new visual identity with a refined logo that captures the burst of flavor consumers get when they bite into SunGold kiwifruit,” Sarah Deaton, Zespri’s shopper marketing manager, said in the news release. “The new look better reflects who we are as a company today and our desire to stand out by being bold, playfully unexpected and real. It also supports our commitment to protecting the environment and reducing the use of plastics. The new clamshell, although taller, uses 8% less plastic than the old clamshell.”
Zespri’s goal, according to the release, is to reduce its packaging footprint, and the company’s new packaging is made from 100% recycled materials and is fully recyclable.
The two-piece clamshell, the company said, will include embossing on the top to reinforce the Zespri brand and support its global brand strategy to drive sustainability. By taking away the printed label on the clamshell and replacing it with the embossed logo, the release said the packaging becomes 100% recyclable.
Zespri has joined the New Plastics Economy, which the release said is dedicated to keeping plastic in the cycle of being reused and not wasted.
In addition, Zespri said it is looking to find non-plastic alternatives and has tests ongoing on alternative materials.
The custom packaging can be showcased on Zespri’s new display bin, which is designed to let the new packaging stand out.
The release said the packaging also is stackable, which makes it easier to merchandise.
“We’re confident that our new packaging will help differentiate Zespri SunGold in the fresh produce category,” Deaton said in the release. “Additionally, consumers today are making more considered purchasing decisions and looking for brands that have a purpose and a set of values they personally identify with. Zespri meets those brand values through health, nutrition and driving sustainability where we can.”
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