Shift from own label aims to boost awareness and penetration of golden kiwifruit variety
Tesco has bucked the trend at most other UK supermarkets by launching fully branded packs of Zespri SunGold kiwifruit.
Zespri and Tesco say the aim is to help increase awareness and penetration of the SunGold variety, while also unlocking growth in the wider kiwifruit category.
Zespri SunGold is now available at Tesco as a loose ‘jumbo size’ kiwifruit or in a branded four-pack. The packaging comes courtesy of Proprint Group and can be recycled through normal household kerbside recycling.
The kiwifruit brand is also launching a new consumer PR and media campaign this summer, with the tagline ‘Taste the Obsession’. It will focus on the passion and experience of the growers behind the brand, calling for media, influencers and consumers to try SunGold and share their own ‘taste obsessions’.
Susan Barrow Dodd, Zespri’s market manager for the UK and Ireland, said: “Although we are making good progress in kiwifruit consumption in the UK, we are still a long way behind the penetration across the rest of Europe, with many consumers still unaware of the excellent health benefits the fruit offers.
“As we build on our partnership with Tesco, we are committed to raising the profile of the kiwi category. The move from own label to the Zespri SunGold brand is a major step change for the wider category and will enable us to form a deeper connection with consumers, communicate the passion that lies at the heart of our grower-owned brand, and boost overall kiwi consumption.
“Throughout this summer, we will be delivering a range of trade marketing activations, including online banners, radio advertising, consumer sampling, and wider trade media activity to drive visibility of the newly branded packs, so keep your eyes peeled.”
Tesco’s exotic fruit buyer Olivia Kirkwood added: “Kiwis are growing in popularity with our customers, so we’re really excited to be working with Zespri to add to our offering with this deliciously sweet gold variety.”
