A Zespri survey in Singapore found the significant role forgetfulness plays in limiting fruit consumption, inspiring the adoption of the daily dose packs common in the pharmaceutical industry

Zespri pillbox

With one-third of Singapore residents surveyed claiming that forgetfulness was behind a failure to eat more fruit, despite a staggering 93 per cent expressing a desire to do so, Zespri believes the pillbox format can play a part in boosting healthy consumption.

The so-called Fruit Pillbox features seven compartments labelled Monday through Sunday, each containing a Zespri SunGold kiwifruit. The design was apparently inspired by Nudge Theory, whereby subtle reminders are offered to encourage healthier choices. 

“Zespri understands that integrating healthier eating choices into daily routines can be challenging and, inspired by pillboxes that remind people to take their medicine and supplements daily, Zespri just launched The Fruit Pillbox, its limited-edition packaging designed to encourage consumers to eat a kiwifruit daily,” the company said.

The Fruit Pillbox has been designed for inclusivity and sustainability, according to Zespri, with printing done with environmentally friendly, vegetable-based inks, the days of the week imprinted in braille for the visually impaired, and packaging made from 100 per cent recyclable materials.

“This aligns with Zespri’s broader packaging goals and commitment to achieving 100 per cent recyclable, reusable or compostable packaging by 2025,” the company stated.

“We all recognise the importance of eating fruits as part of a healthy diet, and yet our survey found that more than 50 per cent of consumers in Singapore do not consume fruits every day,” said Ng Kok Hwee, Zespri’s general manager, global marketing. “Inspired by Nudge Behavioural Economics, The Fruit Pillbox aims to encourage a positive change in the eating habits of consumers, making fruit consumption a seamless and enjoyable part of their daily routine. The initiative is aligned with our purpose to help people, communities and the environment thrive through the goodness of kiwifruit.”

Dr Karen E Waldie, professor at the school of psychology at the University of Auckland, commented: “The segmentation of kiwifruit into individual compartments for each day of the week acts as a clear and tangible cue for people to incorporate kiwifruit consumption into their daily routine.”

Beginning on 2 March, Zespri’s limited-edition Fruit Pillbox will go on trial at four FairPrice Finest outlets, Bukit Timah Plaza, Junction 8, Thomson Plaza, and Waterway Point. 

Leroy Seow, deputy head of products at FairPrice Group, commented: “As Singapore’s largest retailer, we are committed to providing our customers with access to high-quality fresh fruits at affordable prices. We welcome this innovative packaging pilot at our selected FairPrice Finest stores and look forward to partnering with Zespri in delivering fresh produce for our customers.” 

Zespri will conduct a follow-up survey thanks to a QR code printed on The Fruit Pillbox. Results of the survey, to be released towards the end of March, will be compared against the findings in the initial survey. 

“We want to assess the effectiveness of our unforgettable packaging innovation in nudging behavioural change and boosting kiwifruit consumption among Singapore consumers,” added Ng.