Zespri has confirmed that its current red kiwifruit will be named Zespri RubyRed for the first year of sales of commercial volumes in the upcoming 2022 season.
Commercialised in December 2019 and initially marketed as Zespri Red during the sales trials, Zespri RubyRed Kiwifruit will be available in commercial volumes for the first time in 2022 in New Zealand, Singapore, Japan, and China, with volumes expected to increase from 70,000 trays in 2021 to around 250,000 trays in 2022.
Zespri chief growth officer Jiunn Shih said the new name better reflected the fruit's properties and had tested well in consumer research.
"Consumers have been attracted to the fruit's unique colour profile and berry-like taste and we've been delighted with their feedback," Shih said.
"The consumer response to our limited sales trials over the last three seasons have exceeded expectations and suggest Zespri RubyRed Kiwifruit is able to attract new and younger consumers into the kiwifruit category, complementing our offering of the world's best kiwifruit.