Sunrise kiwifruit, which hit the UK for the first time in commercial volumes last week, is being promoted as an early morning pick-me-up.
Grown in China and supplied to the UK exclusively by Worldwide Fruit, the red-fleshed variety has double the vitamin C content of green kiwifruit.
The campaign has reworked the 1960s promotion by the British Egg Marketing Board - “Go to Work on a Egg” - and is encouraging consumers to “Go to Work on a Kiwi”.
Worldwide Fruit commercial manager Gary Harrison, who procures Sunrise, promised freshinfo the variety is here to stay.
He said: “It has been available in small volumes in the last few years, which were all airfreighted, and the price levels have encouraged growers in the Far East to increase production.
“The trial cartons we ordered last year were well received, and a number of UK retailers stocked small volumes. This season, the first commercial volumes are being seafreighted to the UK and will take four weeks to reach the market.”
Some 50,000 3kg cartons of Sunrise will be shipped throughout its season, from mid-October until mid-to-late January.
“This is a five-year contract, so Sunrise is not going to be a one-year wonder; we are in this for the long term,” Harrison added.
Sunrise will be available in Tesco, Morrisons and Waitrose, and Harrison said demand for niche varieties in the foodservice and high-end independent retail sectors will also establish a window for Sunrise in the wholesale market.
A four-pack will retail around the £1.99 mark.
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