Zespri SunGold Kiwifruit heads to market

Zespri SunGold Kiwifruit arrived in the Port of Los Angeles last week and will be available to shoppers by mid-May, according to a news release. To help drive new shoppers to stores, Zespri is launching a multichannel consumer campaign featuring digital advertising and sampling events.

“We are so excited for the start of the season with our delicious Zespri SunGold Kiwifruit,” Dan Riley, Zespri general manager for North America, said in the release. “Despite challenging growing conditions and volume pressures, we are looking forward to another successful season fulfilling our brand promise of providing the best-tasting fruit to consumers.”

Zespri SunGold Kiwifruit has become a high-growth, everyday item, says the company, adding that it sells best when prominently displayed in the produce department. Retailers saw a 92% lift in sales average when a display was paired with a temporary price reduction, the release said.

Zespri’s SunGold Kiwifruit display sales showed an increase of more than $6 million compared to last season and have generated over $20 million in dollar sales attributed to in-store displays, accounting for a quarter of total SunGold Kiwi sales, says Zespri, citing IRI total U.S. multi-outlet retail channels for the New Zealand selling season May through December 2022.

This year Zespri’s merchandising displays will highlight the “Taste the Obsession” consumer campaign. The campaign tells Zespri’s brand story of the passion and care that goes into growing its kiwifruit in an unexpected, playful way, the release said.

Zespri says the campaign extends across all marketing channels, and builds on its successful sampling events, strong influencer programs and targeted digital media. Last year’s program generated over 1 billion impressions and encouraged new household usage.  

“We really have changed the category with the introduction of SunGold Kiwifruit,” Riley said. “Consumers enjoy the taste of our SunGold Kiwi with 97% of those who try, show intent to buy. With the Zespri season fast approaching, both new and repeat consumers will be on the lookout for the arrival of SunGold Kiwifruit in stores.”