2025 Masters of Merchandising: Zespri™ Kiwifruit
April 7, 2025 | 4 min to read
Kiwifruit is revolutionizing the produce aisle, becoming the #1 growing category with a remarkable +7 point increase in sales. Leading the charge, Zespri dominates the market, driven largely by the success of Zespri™ SunGold™ Kiwifruit, which represents 49 percent of annual growth. Retailers are encouraged to maximize sales through bold displays and consumer education on the nutritional benefits of kiwifruit. This summer, the KiwiBrothers will further enhance Zespri’s brand visibility and drive excitement among shoppers.
Kiwifruit is the #1 Growing Category in the Fruit Bowl
Kiwifruit is taking the produce aisle by storm! This powerhouse fruit is skyrocketing in popularity, outpacing total fruit sales by an impressive +7 points making it the #1 growing category in the fruit bowl. Zespri is the #1 brand in the kiwi category, with Zespri™ SunGold™ Kiwifruit fueling a staggering 49 percent of total kiwi category growth in the past year. And the best part is, there’s still massive untapped profit potential in the category. Maximize your department’s sales by implementing these top merchandising strategies and watch your numbers soar!
Taste The Obsession
Zespri Kiwifruit is 100 percent grower owned and passionately dedicated to growing the best-tasting kiwifruit.
Believe in Displays And Point Of Sale Materials
Make Kiwifruit impossible to miss! Shoppers are actively searching for both Zespri SunGold and Green Kiwifruit, so turn that demand into serious sales. The secret? Go big and bold with attention-grabbing displays. The impact is undeniable – a recent third-party study revealed that simply doubling your kiwifruit display led to a jaw-dropping 96 percent increase in dollar sales! More space means more sales, so stack it high, make it shine, and watch the product fly off the shelves.
Educate Consumers And Promote Nutrition
Education drives deeper engagement. It is critical to educate shoppers on the nutritional benefits of kiwi and unique taste profiles. Zespri kiwi’s are packed with 20 plus vitamins and minerals:
- Zespri SunGold Kiwifruit is Sweet & Juicy and offers more than 100 percent of daily vitamin C and as much potassium as a banana in just one serving.
- Zespri Green Kiwifruit has a Tangy-Sweet flavor and is a good source of fiber.
MAXIMIZE IMPACT WITH THE ZESPRI KIWIBROTHERS™
Eye-catching promotions are a powerful way to drive excitement and boost sales in the category. By partnering with Zespri, retailers can unlock creative and engaging campaigns that captivate shoppers.
This summer, Zespri proudly introduces the iconic KiwiBrothers to stores nationwide – on a mission to spread the Sweet and Juicy Obsession of Zespri Kiwifruit. From the lush orchards of New Zealand to the shelves of America, the KiwiBrothers are fueling momentum and reinforcing Zespri’s position as the #1 brand in the kiwi category.
This dynamic duo is turning heads with their playful and unexpected personalities. SunGold, the quirky and curious one, brings the perfect touch of sweetness, while Green, the witty and energetic one, delivers a bold tangy punch.
The KiwiBrothers are set to create omni-channel buzz with their bold, attention-grabbing presence both in and out of store. Shoppers will encounter them through vibrant new packaging, high-impact displays, pole toppers, shelf talkers, standees, and dynamic digital assets – all designed to create an engaging and memorable shopping experience while driving increased sales.
Source: Circana Total US MULO; latest 52 weeks ending 12/29/24
Zespri™ Kiwifruit
567 San Nicolas Dr., Suite 400, Newport Beach, CA 92660
929-706-2284
Zespri.com
[email protected]
2 of 20 article in Produce Business March 2025
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