Zespri says it has launched its RubyRed kiwifruit this season in the U.S. and Canada. The company says the launch of RubyRed complements its portfolio of SunGold and green kiwifruit.
RubyRed kiwifruit offers a vibrant red interior and delicious, berry-sweet taste, according to. the company. The fruit is high in antioxidant vitamin C. It also includes anthocyanins, naturally occurring pigments that give it its vibrant red color.
Last season, Zespri rolled out RubyRed kiwifruit on the West Coast on a limited-time trial. The company says this trial allowed the brand to test logistics and confirm strong consumer enthusiasm. It also earned Zespri a 2025 Joe Nucci Innovation Award for introducing a novel product that enhances produce consumption.
“Zespri RubyRed kiwifruit is the result of over two decades of precision breeding and dedication,” says Darren LaMothe, Zespri’s president of North America. “It appeals to new households, expanding penetration and adding incremental buyers rather than shifting share within the kiwi category. Preliminary data from our West Coast trial shows RubyRed kiwifruit not only attracted curious trial shoppers, but it also converted them into engaged, multivariety kiwi buyers. Its performance validates that shoppers are ready for our berry-flavored RubyRed kiwi.”
Last season, Zespri began selling out of RubyRed kiwifruit in early April. The company says the variety helped double the household penetration for red kiwifruit shoppers in the U.S., added over 1 million new households and increased the buy rate for red kiwifruit by 26% compared to the prior year.
“RubyRed kiwi achieved full sell-through during its trial period and generated solid net returns to the business, which validates RubyRed kiwi as a true premium offering in the kiwi category,” LaMothe says.
Zespri says shoppers praised RubyRed kiwifruit’s taste, quality and striking appearance, with the majority expressing they would definitely buy again.
“The excitement from shoppers was immediate,” says Bianca Fiedler, Zespri’s trade marketing director of North America. “RubyRed kiwi’s vibrant color, naturally sweet taste and sensory experience delivered strong consumer resonance and excitement at shelf.”
Zespri says RubyRed kiwifruit marks a pivotal step in its strategy to expand into new demand spaces and deliver elevated fruit experiences.
The company says it offers a fully integrated support plan spanning social platforms, foodie creator content, registered dietitian engagement, earned media and local TV coverage alongside robust digital trade support and impactful in‑store, point-of-sale materials designed to drive incremental sales.
Zespri says RubyRed kiwifruit can drive incremental category growth and build shopper momentum ahead of its SunGold and green kiwifruit season start. In the weeks leading up to last season’s SunGold arrival, total kiwifruit category dollar sales across the Western U.S. climbed to a double-digit growth rate, which Zespri says demonstrates that RubyRed expanded the category rather than shifting existing demand. Once RubyRed and SunGold were available at the same time, overall category sales accelerated significantly across the region, the company reports.
“We’re excited to kick off the new season with the launch of our expanded product portfolio,” Fiedler says. “We have three varieties of kiwifruit for every flavor profile, and they are all packed with both nutrition and distinct flavor, which fulfills consumer demand for health-forward, high-value fresh produce. Our SunGold Kiwifruit is golden on the inside with a sweet taste; our green variety offers a balance of tangy and sweet flavor; and our new RubyRed has a bit of a berry flavor profile.”
