Green kiwifruit brand appears to be gaining traction with major retailers across Europe and beyond, as it targets even bigger crop next season
Italian brand Dulcis says it will continue to shake up the green kiwifruit business after a season which “exceeded expectations”.
Production of the premium, trademarked fruit, which is grown exclusively in Italy, was three times last season’s volume this time around.
With approximately 1,800 tonnes sold in 2025/26 – around half in Italy and the rest abroad – Dulcis remains a niche item in relative terms.
But its backers say they see “highly encouraging signs” for a future in which the market can absorb even more of a product that is “increasingly recognisable” within the category’s premium bracket.
“The season wrapped up with very positive feedback,” comments Mirco Montefiori, president of Dulcis Kiwifruit Company (DKC). “We came into the campaign cautiously, as the increase in volumes marked a major step-change for the brand. However, the market responded very well, proving that there is space for a premium green kiwifruit with distinctive characteristics.”
Retail response
Dulcis is a green kiwifruit derived from Actinidia chinensis – the same species as other yellow-fleshed varieties.
As a result, it is said to offer a different flavour profile, one that combines sweetness, juiciness, and a good balance between sugars and acidity.
The brand also measures the kiwifruit against its own Dulcis Quality Index to ensure it always sells a product that meets its high standards.
According to DKC, some major retailers have chosen to sell Dulcis as their only green kiwifruit, while others featured it in premium product ranges.
The brand has expanded its presence in several European countries in recent months, including Portugal, Spain, Germany, Scandinavia and the UK.
More than 20 per cent of this season’s marketed volume was sold in the Nordics – primarily Finland and Norway – while Portugal accounted for approximately 10 per cent of international sales.
New sales campaigns were also launched in Germany, and the first ever shipments were made to the Arabian Peninsula, specifically Dubai, where Dulcis made its debut in partnership with Carrefour.
Brand boost
Throughout the season, Dulcis’ commercial development has been backed by intensive communication and marketing activities, including a city-wide campaign on Milan’s tram network.
Work continues across digital and social channels, meanwhile. This includes a project with content creator Stella Menna to showcase the product’s versatility in the kitchen.
“We are striving to drive engagement with consumers through increasingly direct channels,” explains Romeo Fabbri, marketing committee coordinator at DKC.
“Working with Stella Menna allows us to tell the product’s story in a creative and authentic way, highlighting its taste and culinary versatility. At the same time, we continue to develop communication activities designed to boost brand visibility and supporting its growth in multiple markets.”
With increasing acreage in production, clear positioning in the premium segment, and an expanding international presence, the aim now is to consolidate Dulcis’ position in various markets.
For 2026/27, the plan it to scale up production to around 5,000 tonnes, a volume that is expected to fuel further international expansion.
