Zespri Launches Rubyred Kiwifruit Nationwide With Limited Availability

Eager Shoppers Excited for Launch of Naturally Berry Sweet Zespri RubyRed Kiwifruit

ORANGE COUNTY, CA – Zespri^TM is excited to launch RubyRed ^TM Kiwifruit this season in the U.S. and Canada. It complements the Zespri portfolio of SunGold® and Green kiwifruit reaching nutrient-focused shoppers looking for something fresh and exciting. Shoppers can have a new eating experience with RubyRed Kiwi’s vibrant red interior and delicious, berry-sweet taste. The innovative fruit is high in antioxidant Vitamin C. It also includes anthocyanins, naturally occurring pigments that give it its vibrant red color. Zespri rolled out RubyRed Kiwi on the West Coast last season in a limited time trial that allowed the brand to test logistics and confirm strong consumer enthusiasm. It also earned them an Innovation Award recognizing Zespri for introducing a novel product than enhances produce consumption.

“Zespri RubyRedKiwifruit is the result of over two decades of precision breeding and dedication,”  explains Darren LaMothe, Zespri’s President, North America. “It appeals to new households, expanding penetration and adding incremental buyers rather than shifting share within the kiwi category. Preliminary data from our West Coast trial shows RubyRed Kiwifruit not only attracted curious trial shoppers, but it also converted them into engaged, multi-variety kiwi buyers. Its performance validates that shoppers are ready for our berry flavored RubyRed Kiwi.”

Zespri RubyRed Kiwifruit firmly established itself as a premium-growth driver for the kiwifruit category. With the limited trial last season, RubyRed Kiwifruit reached shelves earlier than any previous kiwi variety from New Zealand and began selling out in early April and selling through the entire allocation very quickly, signaling strong and immediate consumer demand. RubyRed Kiwi helped double the household penetration for red kiwi shoppers in the U.S.; added over 1 million new households; and increased the buy rate for red kiwifruit by +26% compared to the prior year. “RubyRed Kiwi achieved full sell-through during its trial period, and generated solid net returns to the business, which validates RubyRed Kiwi as a true premium offering in the kiwi category,” said LaMothe.

Feedback gathered through an on-pack QR code during the trial period confirmed shopper enthusiasm. Shoppers praised RubyRed Kiwifruit’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, North America. “RubyRed Kiwi’s vibrant color, naturally sweet taste, and sensory experience delivered strong consumer resonance and excitement at shelf.”

RubyRed Kiwi marks a pivotal step in the brand’s strategy to expand into new demand spaces and deliver elevated fruit experiences. Zespri is fueling the launch of RubyRed Kiwifruit with a fully integrated support plan spanning social platforms, foodie creator content, registered dietitian engagement, earned media, and local TV coverage alongside robust digital trade support and impactful in‑store, point-of-sale materials designed to drive incremental sales.

To help build shopper momentum, Zespri RubyRed Kiwifruit can drive incremental category growth ahead of Zespri’s SunGold and Green Kiwifruit season start. In the weeks leading up to last season’s SunGold arrival, total kiwi category dollar sales across the Western U.S. climbed to a double‑digit growth rate, demonstrating that RubyRed expanded the category rather than shifting existing demand. Once RubyRed and SunGold were available at the same time, overall category sales accelerated significantly across the region.

“We’re excited to kick off the new season with the launch of our expanded product portfolio,” explains Fieldler. “We have three varieties of kiwifruit for every flavor profile, and they are all packed with both nutrition and distinct flavor, 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 flavor; and our new RubyRed has a bit of a berry flavor profile.” Retailers are encouraged to reach out to a Zespri sales rep to ensure their shoppers can taste the delicious variety of Zespri Kiwifruit.

ABOUT ZESPRI GROUP, LTD.

Zespri is 100 percent owned by current and former kiwifruit growers and has a global team of 900+ based in Mount Maunganui and throughout Asia, Europe and the Americas. Our purpose is to help people, communities and the environment thrive through the goodness of kiwifruit, and we work with 2,800 growers in New Zealand and 1,500 growers offshore to provide consumers with fresh, healthy and great-tasting Zespri Green, Zespri RubyRed and SunGold Kiwifruit. In 2024/25, we supplied 220.9 million trays (more than 795,000 tonnes) of kiwifruit to consumers in more than 50 markets, and recorded global operating revenue of NZ$5.14 billion. Please visit zespri.com/en.US.