2024 ANNUAL MASTERS OF MERCHANDISING: Zespri™

By: Produce Business Staff May 14, 2024

KIWIFRUIT

INCREASE SALES WITH IN-STORE DISPLAYS

KIWIFRUIT IS ON TREND!

  • Zespri™ continues to be the #1 selling kiwi brand!
  • Kiwi is one of the fastest growing fruit in the fruit bowl, outpacing total fruit sales by +7 points
  • Zespri SunGold™ Kiwifruit is driving this growth, accounting for 49% of total kiwi category growth this past year

DRIVE INCREMENTAL DEPARTMENT SALES WITH IMPACTFUL DISPLAYS

Zespri’s shipper display features new creative to tie into its Taste the Obsession consumer campaign. The extensive digital campaign includes social, email, online video, display advertising, Ibotta, sampling and event activations all designed to drive consumers to your stores.

1) Build large, eye-catching displays. Retailer X featured Zespri™ SunGold™ Kiwifruit for a month which included a 4-week TPR and 3 display bins at front of store. This averaged a +200% $ sales lift over the month.

2) Permanent home in retail leads to increased sales. Retailer X planogramed Zespri SunGold Kiwifruit into the set for the first time and saw a volume increase of +46% versus YA, ACV distribution improving by +18 points, +6 units moved per week, and minimized out of stocks!

3) Maximize department sales with Zespri SunGold Kiwifruit & Berries. Based on a 3rd party merchandising study, moving Zespri SunGold Kiwifruit from the exotic section to adjacent to berries may result in +64% total fresh fruit sales uplift, driven by higher basket spend. Placement of Zespri next to berries also has no negative impact on berries.onus! Kiwi is a basket builder in the fruit department. When kiwi is in the basket with other fruit items, the basket size increases +$37 on average.

CUSTOM-DESIGNED PACKAGING IS STACKABLE AND EASIER TO MERCHANDISE ON DISPLAY SHIPPER

Unique 1-pound packaging is made from a minimum of 50% recycled materials and is recyclable†. The graphic sleeve features Zespri’s bold visual identity that captures the burst of flavor consumers get when they bite into Zespri SunGold Kiwifruit.

ZESPRI SUNGOLD KIWIFRUIT HIGHLIGHTS

  • Texture: Golden-yellow juicy inside with a smooth, brown edible skin
  • Taste: Refreshingly sweet flavor
  • Nutrition: Zespri SunGold Kiwifruit is one of the most nutrient-dense fruits containing over 20 vitamins and minerals per serving and 100% of your daily vitamin C needs in one fruit*
  • Usage: Just simply CUT, SCOOP and ENJOY!

Grow your department sales with Zespri SunGold Kiwifruit

LET’S WORK TOGETHER! CALL US 1-833-615-2770
zespri.com ∙ [email protected]

USDA Organic available too!

Sources: Kantar, Everyday Shelf Market Research 2022
IRI Retailer X RMA – Season to Date (WE 1/23/21)
Circana Total US MULO – L52 Weeks ending 10/8/23
Numerator – Last 52 Weeks Ending 10/8/2023
† subject to recycling facilities in your area
• 290% of the daily value per serving (2 kiwifruit)

ZESPRI™ KIWIFRUIT
567 San Nicolas Dr., Suite 400, Newport Beach, CA 92660
929-706-2284
Zespri.com
[email protected]

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