BerryWorld has launched a digital campaign to encourage trial of kiwi berries and inspire consumers with simple recipes.
The promotional push comes on the back of new consumer research by BerryWorld, which found that while 82 per cent of respondents had never tried kiwi berries, some 85 per cent of those would consider buying them if they understood how to use them.
The 2018 kiwi berry season is now in full swing, with the fruit on sale inselected M&S, Morrisons, Tesco and Waitrose stores across the UK and online at Ocado. The company has reported very positive feedback from shoppers on social media, online and via its PR activities over the first week of the season.
“Many of the people we have approached are trying kiwi berries for the first time and the most commonly used descriptions are 'sweet', 'tasty' and 'juicy', which is really promising as we move into the second week of this short season,' said Charlotte Knowles, head of marketing at BerryWorld.'Many shoppers also mention how ‘easy’ they are to eat, ‘without the struggle of a spoon’ like their larger kiwi counterparts.”
For the campaign the company has produced a series of recipes to inspire usage throughout the day and not just within fruit salads, which is the principal usage for 46 per cent of shoppers. The simple recipe ideas show how kiwi berries can be added to various dishes and include options for breakfast, lunchtime salads, desserts and drinks.
