Zespri has launched a new global brand platform, “Grown for Good”, as part of its long-term strategy focused on nutrition, consumer awareness, and kiwifruit marketing.
The company said the platform builds on its previous “Make Your Healthy Irresistible” campaign and will be introduced across core global markets during the 2026 New Zealand kiwifruit season.
According to Zespri Chief Marketing Officer Kok Hwee Ng, the company reached 116 million consumer households in 2025 and remained the number one fruit brand across its 15 core markets for the second consecutive year.
“As part of our 2035 strategy and ambition to become the world’s healthiest fruit brand, now is the right time to refresh how we show up,” Ng said.
© Zespri
The company said the new platform is intended to address growing consumer confusion around nutrition and health messaging. Zespri cited research showing that only 44 per cent of Europeans believe the food they consume is healthy, while 75 per cent of influencers’ food-related social media posts promote products that do not meet WHO nutritional standards.
Nele Moorthamers said the company plans to expand nutrition literacy efforts through science-based communication and approved health claims linked to Green kiwifruit.
As part of the rollout, Zespri has also launched a new “Packed with Nutrition” campaign across Europe, aimed at highlighting nutrient density in kiwifruit.
In the United Kingdom, the company is introducing its first dedicated television advertising campaign, supported by online video, video-on-demand, social media activity, public relations campaigns, influencer partnerships, and shopper marketing initiatives.
The campaign will promote both SunGold and Green kiwifruit varieties and introduce the “Kiwi Brothers” characters to UK consumers.
According to Zespri, the UK campaign follows its previous “Taste the Obsession” campaign, which helped UK market penetration reach 9 per cent in 2025.
The company said the UK programme will include in-store sampling at Tesco and Sainsbury’s, sampling activations in Central London, and participation at the RHS Sandringham Flower Show.
Susan Barrow Dodd said the campaign is intended to simplify nutrition messaging for consumers.
“Consumers today are surrounded by endless health claims, but many are increasingly unsure about what truly nourishes them,” Barrow Dodd said.
Zespri stated that the campaign supports wider distribution of branded kiwifruit packs across UK retail channels while reinforcing its focus on nutrient density, product quality, and consumer awareness.
For more information:
Anna Cross
Zespri
Tel: +64 27 316 7777
Email: [email protected]
www.zespri.com