Dulcis kiwifruit unveils new brand tagline at Fruit Attraction amid growing volume outlook 

Based on the idea that some products are bought while others are loved, kiwifruit brand Dulcis debuted its new motto at Fruit Attraction, in Madrid, Spain: 'Ready to love it.' 

The brand built its identity around the premium kiwifruit's surprisingly sweet and juicy profile, and is now aiming to expand consumption occasions. This evolution goes hand in hand with rapid volume growth: In Italy, the cultivar has gone from 18 hectares in 2021 to 515 hectares in 2026. Production is forecast to hit around 4,350 metric tons in the new season, more than doubling the 2025 total. The brand expects growth to continue beyond,  with 11,500 metric tons estimated for 2028.

"The project has now reached a new phase: acreage is growing, volumes are rising rapidly, and new commercial opportunities are opening up," said Mirco Montefiori, President of Dulcis Kiwifruit Company in a press release. "It is time to support this step change by growing Dulcis as a brand as well, with the ambition of becoming one recognized and loved by consumers."

A new philosophy for a new Dulcis era

The new tagline "Ready to love it" sums up the variety's evolution and underscores its tangible qualities: natural sweetness, juicy texture, and versatility. According to the brand, protocols from orchard to packing guarantee these characteristics, slotting the fruit easily into different moments of the day. 

"From this, the 'Ready to…' concept takes shape: a communication framework designed to support the label throughout the season and adapt recognizably across different audiences, moments, occasions, and channels, always arriving at the same destination – 'Ready to love it'," the brand said.

The new communication for this new tagline is built around buyer personas and five everyday moments: Ready to Start, devoted to breakfast and the routines that start the day; Ready to Be Active, linked to exercise and an active lifestyle; Ready to Enjoy, for family moments and lighter, more fun occasions; Ready to Share, dedicated to sharing, with friends and younger generations in mind; and Ready to Feel Well, which frames wellbeing as a balance of daily health and personal care. 

"We have a product with very strong, recognizable characteristics. Now we want to go a step further and tell people not only what Dulcis is, but what it can mean for them," explains Claudia Iannarella, Head of Marketing at Alegra Group and Marketing Coordinator for the brand. 

The product remains at the heart of the new strategy. Dulcis was created to offer a new experience in the green kiwifruit segment, thanks to the same versatility that lets the brand fit into different moments and speak to a wide range of consumers. 

For retailers, the new positioning translates into a more recognizable identity and a flexible marketing toolkit that can be rolled out online and in-store and tailored to different seasons, occasions and promotional activities.

*All images are courtesy of Dulcis. 

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