Supplier outlines success of marketing plan in 2025 as category continues to grow
Kiwi supplier Zespri has declared a standout southern hemisphere season that has helped drive category growth in the UK market.
Following the introduction of branded SunGold packs in Tesco in 2024, Zespri said brand awareness and penetration has continued to grow across multiple retail channels.
SunGold has now reached a new high of 8.3 per cent penetration, according to Worldpanel figures for the 52 weeks to 31 October, up from 6.4 per cent in 2024 and 4 per cent in 2023.
Total golden kiwi retail sales for 2025 were up 73 per cent year on year based on Worldpanel statistics, accounting for nearly a third of total kiwi sales in the UK. Also performing well were SunGold loose kiwis, with strong growth year on year over pre-packs, Zespri noted.
Susan Barrow Dodd, market manager for the UK & Ireland at Zespri, said: “2025 has been another fantastic year for Zespri SunGold in the UK. We’ve seen strong sales growth driven by both availability and brand recognition across our retailer partners, especially for those selling our branded packs. Consumers are increasingly discovering what makes SunGold so special.
“Our mission is to make SunGold synonymous with great taste and brilliant health benefits. The enthusiasm we’re seeing from consumers, both in-store and online, demonstrates that our efforts to bring more people into the category are working. We’re proud to see SunGold driving both value and excitement within the fruit aisle.”
Promoting kiwis
Zespri also reported on its integrated Taste the Obsession campaign, which was brought to life through a high-impact campaign across various channels including trade, shopper, media advertising and consumer activity.
Working with celebrity advocate Lisa Snowdon, the consumer BTL campaign spotlighted SunGold’s flavour and vitamin C credentials across national media including RED, Liz Earle Wellbeing, OK! Magazine and Closer, alongside a mix of influencer collaborations and expert-led wellness content.
A media advertising campaign was also implemented, with UK-wide mass media to expand reach and coverage, including OOH for the first time. Zespri said that with BLT activity adding another touchpoint to consumers to build engagement, the integrated campaign helped drive 34 per cent added awareness.
There were also sampling activations in Tesco and Sainsbury’s stores, as well as railway station events in Stratford, Birmingham and Manchester. Over 140,000 samples were distributed through shopper and sampling events during the campaign, including at events such as RHS Wentworth Woodhouse and the Goodwood Food Festival.
Plans for 2026 including continuing to share what makes Sungold special through sustained retail partnerships, impactful marketing and consumer engagement activity, according to Zespri.
