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Zespri™ and Tesco Unleash Golden Kiwi Craze: "Taste the Obsession" Campaign Takes Off

ZespriTM, the global leader in kiwi production, and Tesco have joined forces to drive growth in the UK kiwifruit category, with the launch of fully branded ZespriTM SunGoldTM packs.

Building on their long-standing partnership, ZespriTM and Tesco are working together to increase awareness and penetration of the SunGoldTM variety, whilst unlocking growth in the wider kiwi category.

ZespriTM SunGoldTM is now available in Tesco as a loose ‘jumbo size’ kiwi or in a four-pack. The new branded packaging is created by Proprint Group, and is able to be recycled through normal household kerbside recycling to make it easier for customers.

A new consumer PR and media campaign will also launch this summer, with the concept ‘Taste the Obsession’. This campaign will focus on the passion of the growers behind the brand, and their industry leading experience in producing the very best sweet and juicy gold kiwifruit. This activity will call for media, influencers and consumers to try SunGoldTM and share their own taste obsessions.

Susan Barrow Dodd, Market Manager UK & IE at ZespriTM, said: “Although we are making good progress in Kiwifruit consumption in the UK, we are still a long way behind the penetration that we experience across the rest of Europe, with many consumers still unaware of the excellent health benefits that 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 ZespriTM SunGoldTM 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 to learn more about ZespriTM SunGoldTM.”

Olivia Kirkwood, Tesco’s exotic fruit buyer, said: “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.”


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