New Zealand marketer rolls out berry-flavored premium variety after successful trial that reportedly doubled household penetration
Kiwifruit marketer Zespri has launched its RubyRed-branded fruit in the US and Canada.
The company first introduced RubyRed to the North American market last season with a limited-volume trial on the US West Coast.
And, having used that trial to test logistics and gauge consumer reaction, it is now ready to convert a significant number of new shoppers to what is a premium kiwifruit variety.
“Zespri RubyRed kiwifruit is the result of over two decades of precision breeding and dedication,” explains Darren LaMothe, president of Zespri North America. “It appeals to new households, expanding penetration and adding incremental buyers rather than shifting share within the kiwifruit category.”
Preliminary trial data cited by the company apparently shows RubyRed not only attracted curious trial shoppers, but also converted them into “engaged, multi-variety” kiwifruit buyers.
“Its performance validates that shoppers are ready for our berry flavored RubyRed kiwifruit,” LaMothe added.
Portfolio expansion
Zespri’s goal in North America, as in other markets, is to expand its portfolio with a third product alongside green Hayward and yellow-fleshed SunGold, and by doing so reach health-conscious consumers who want fresh, exciting, and nutrient-rich products.
Crucially, RubyRed offers not only different physical properties – in the form of high Vitamin C and the anthocyanins that give it a distinctive red colour – but a different marketing window.
Last season, the variety apparently reached shelves earlier than any previous kiwifruit variety from New Zealand and began selling out in early April.
According to Zespri, RubyRed helped double household penetration for red kiwifruit shoppers in the US and added over one million new households.
It also increased the buy rate for red kiwifruit by 26 per cent compared with the previous campaign, said LaMothe.
“RubyRed kiwfruit achieved full sell-through during its trial period, and generated solid net returns to the business, which validates RubyRed as a true premium offering in the kiwifruit category,” he commented.
Public enthusiasm
Feedback gathered through an on-pack QR code during the trial period is understood to have confirmed the enthusiasm of shoppers, who are said to have praised RubyRed’s taste, quality, and striking appearance, with the majority expressing they would definitely buy again.
“The excitement from shoppers was immediate,” said Bianca Fiedler, Zespri’s trade marketing director for North America. “RubyRed kiwifruit’s vibrant color, naturally sweet taste, and sensory experience delivered strong consumer resonance and excitement at shelf.”
Zespri is backing the launch with a major marketing programme that includes social platforms, foodie creator content, registered dietitian engagement, earned media, and local TV coverage, alongside digital trade support and in‑store, point-of-sale materials designed to drive incremental sales.
“We’re excited to kick off the new season with the launch of our expanded product portfolio,” Fieldler added. “We have three varieties of kiwifruit for every flavour profile, and they are all packed with both nutrition and distinct flavour, which fulfills consumer demand for health-forward, high-value fresh produce.
Our SunGold kiwifruit is golden on the inside with a sweet taste; our Green variety offers a balance of tangy and sweet flavour; and our new RubyRed has a bit of a berry flavour profile.”
