Zespri Achieves a First for Fresh Produce with EU-Approved Health Claim for Green Kiwifruit
Green kiwifruit has become the first fresh fruit ever to receive an authorized health claim from the European Commission, marking a breakthrough for kiwifruit marketer Zespri and the wider fresh produce industry.
The European Commission has officially approved the health claim that “consumption of green kiwifruit contributes to normal bowel function by increasing stool frequency” – based on a daily intake of two fresh green kiwifruit (Actinidia deliciosa var. Hayward) providing a minimum of 200 g of flesh.
This authorization is among only three health claims approved by the European Commission in the last five years, following a rigorous evaluation process in which only less than 1 out of 8 claims submitted receive approval.
Zespri CEO Jason Te Brake said , “This milestone is not only a first for Zespri but for the entire fresh produce industry. The EU Commission’s recognition of green kiwifruit’s role in digestive health reflects one of the ways we are helping people thrive through the goodness of kiwifruit. The approval not only validates Zespri’s health and innovation program, it also delivers tangible value to the industry and reflects the hard work of our green growers to produce nutritious, great-tasting kiwifruit.”
Zespri fully funded the application process and majority of the key research submitted in the scientific substantiation, committing more than 15 years to documenting the benefits of green kiwifruit. The approval follows the submission of a comprehensive scientific dossier in 2018 which included 18 human intervention studies, six of which ultimately were considered as a strong basis for proving the effect of green kiwifruit on intestinal function. The European Food Safety Authority (EFSA) delivered a positive scientific opinion in 2021, which has now culminated in the Commission’s formal authorization.
This landmark achievement demonstrates the critical value of investing in health and nutrition science -both to build trust in the fresh category and to unlock further growth and demand for green kiwifruit. In 2024/25, Zespri supplied a total of 220.9 million trays (ZespriTM Green, ZespriTM RubyRedTM and ZespriTM SunGoldTM Kiwifruit) to more than 50 markets.
Zespri Green kiwifruit is packed with essential nutrients including fiber, the beneficial effects on digestive health of which are well-documented in scientific research. The European Commission has now recognized the benefits of green kiwifruit for promoting good bowel habits, confirming the added value of this delicious fruit that many consumers already experience through daily consumption.
As European consumers become increasingly proactive about their health and seek naturally nutritious foods with proven benefits, Zespri’s leadership sets a blueprint for fresh produce that science-led innovation delivers real value for consumers and the industry.
With this new authorization, Zespri will begin integrating the health claim into its European communications, reaffirming its commitment to helping consumers make informed choices about their health.