Green kiwifruit can now be marketed in the EU with claims about its positive impact on digestive health, following a landmark decision by the European Commission
The European Commission has officially approved a new health claim for green kiwifruit, recognising its positive impact on digestive health.
As a result, green kiwifruit – specifically the Actinidia deliciosa variety known as Hayward – can now be marketed with the claim that it “contributes to normal bowel function by increasing stool frequency”.
An amendment adopted on 30 July and published in the Official Journal of the European Union adds that statement to a list of health claims that are permitted under EU Regulation 432/2012.
And that move marks the first time the Commission has authorised such a claim for a whole food based on its effect on digestive regularity in the general population.
The decision represents a successful outcome for New Zealand-based supplier Zespri, which has spent several years pushing the claim through the EU’s regulatory system.
Its application prompted a scientific assessment by the European Food Safety Authority, which in 2021 concluded that a cause-and-effect relationship had been established between regular consumption of green kiwifruit and maintenance of normal defecation.
Zespri’s original proposed wording focused on “gastrointestinal comfort” – was not adopted verbatim, but the Commission opted for a more scientifically precise, and arguably more consumer-friendly, phrasing.
As things now stand, the claim may only be used for fresh green kiwifruit that is sold as whole fruit, or fresh green kiwifruit that is peeled and/or cut, providing a minimum of 200g of kiwifruit flesh per serving.
Consumers must be informed that the beneficial effect is achieved with a daily intake of 200g of fresh green kiwifruit.
The health claim will now be listed in the EU Register of nutrition and health claims, and all EU Member States are required to implement it uniformly.
