Zespri’s “jam-packed with vitamins & minerals” consumer campaign adds excitement to the new season

As the #1 selling kiwi brand, Zespri is elevating its kiwifruit as a nutrient-dense, everyday essential with a “Jam-Packed with Vitamins & Minerals” campaign focused on the growing consumer demand for health and better-for-you choices. The campaign brings the company’s global Grown for Good platform to life in-market, championing real nutrition and reinforcing the brand’s commitment to natural, whole-food nutrition. 

“Our ambition is to become the world’s healthiest fruit brand by illuminating our strong nutrient density and positioning Zespri Kiwifruit as a simple, whole-food solution in a nutrient-depleted diet landscape,” said Darren LaMothe, President, North America. “We want to guide consumers toward more nourishing choices they can make every day.”

As conversations around “empty calories” and ultra-processed foods continue to shape consumer purchasing decisions, the firm is taking a clear stance in favor of whole-food nutrition. Zespri Kiwifruit offers a natural, nutrient-dense option that helps consumers close everyday nutrition gaps without added complexity.

Zespri is betting on kiwifruit's health benefits 

The company is shaking up traditional health messaging with its playful KiwiBrothers™ and a broader cast of characters representing key nutrients, including vitamin C, folate, and vitamin E. With more nutrition in every bite, the firm naturally delivers a variety of 10+ vitamins and minerals. “The ‘Jam-Packed’ campaign makes the nutritional value of kiwifruit easy to understand and hard to ignore,” said Jeanne Wilson, Head of Marketing, North America. “By simplifying how we communicate nutrition, we’re helping shoppers make quicker, more confident choices.”

Demand for healthier choices and whole food nutrition is growing and continues to create opportunities for produce departments to connect with wellness-focused shoppers seeking simple, natural food choices. Zespri SunGold, Green, and limited-time-only RubyRed Kiwifruit offer consumers an easy way to incorporate simple nutrition into their daily routines, including snacking, breakfast, or on-the-go. Each variety has its own flavor profile. SunGold Kiwifruit is golden on the inside with a juicy, sweet tropical flavor; the Green variety offers a balance of tangy and sweet flavor; and the new RubyRed has a berry flavor profile.

Zespri’s kiwifruit season is now underway following its May launch. To support retailers and drive in-store demand, Zespri has rolled out updated ‘Jam-Packed’ merchandising displays featuring the KiwiBrothers ™, designed to clearly communicate the fruit’s nutritional benefits and stand out at shelf. An integrated marketing campaign across digital, social, influencer and PR channels will reinforce this ‘Jam-Packed’ messaging—driving awareness, supporting consideration and helping retailers convert health-conscious shoppers at the point of purchase. Retailers that would like to develop customized programs to increase sales with the #1 selling kiwi brand are encouraged to contact a Zespri account manager.

*All images courtesy of Zespri.

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