Zespri launches Rubyred Kiwifruit nationwide in the US and Canada
Zespri is launching RubyRed Kiwifruit this season in the US and Canada. The fruit will be available in North America for a limited time only.
The fruit complements the company’s portfolio, reaching health-focused shoppers seeking something fresh and exciting. The innovative fruit is high in antioxidant Vitamin C, and it features anthocyanins, naturally occurring pigments that give it its vibrant red color.
Zespri rolled out its red-colored cultivar on the West Coast last season in a limited-time trial that allowed the brand to test logistics and confirm strong consumer enthusiasm.
“RubyRed Kiwifruit is the result of over two decades of precision breeding and dedication,” explains Darren LaMothe, Zespri’s President, North America. “It appeals to new households, expanding penetration and adding incremental buyers rather than shifting share within the kiwi category.”
A data-driven launch for RubyRed
The executive explained that preliminary data from last year’s West Coast trial showed that Zespri's red kiwifruit not only attracted curious trial shoppers but also converted them into engaged, multi-variety kiwi buyers.
“Its performance validates that shoppers are ready for our berry-flavored RubyRed Kiwi,” he concluded.
With the limited trial last season, Zespri's red kiwifruit reached shelves earlier than any previous kiwi variety from New Zealand and began selling out in early April, and selling through the entire allocation very quickly, signaling strong and immediate consumer demand.
RubyRed Kiwi helped double the household penetration for red kiwi shoppers in the US, added over one million new households, and increased the buy rate for red kiwifruit by 26 percent compared to the prior year.
Shoppers praised the fruit's taste, quality, and striking appearance, with the majority expressing that they would definitely buy again.
“The excitement from shoppers was immediate,” said Bianca Fiedler, Zespri’s Trade Marketing Director, North America. “RubyRed Kiwi’s vibrant color, naturally sweet taste, and sensory experience delivered strong consumer resonance and excitement at shelf.”
The big launch calls for an ad-hoc marketing campaign
Zespri is fueling the launch of its red kiwifruit with a fully integrated support plan spanning social platforms, foodie creator content, registered dietitian engagement, earned media, and local TV coverage alongside robust digital trade support and impactful in‑store, point-of-sale materials designed to drive incremental sales.
To help build shopper momentum, Zespri RubyRed Kiwifruit can drive incremental category growth ahead of Zespri’s SunGold and Green Kiwifruit season start.
In the weeks leading up to last season’s SunGold arrival, total kiwi category dollar sales across the Western US climbed to a double-digit growth rate, demonstrating that RubyRed expanded the category rather than shifting existing demand. Once RubyRed and SunGold were available simultaneously, overall category sales accelerated significantly across the region.
*All images courtesy of Zespri.
Related stories
Subscribe to our newsletter
