Zespri™ Launches New, Limited-Edition Packaging; Ng Kok Hwee Comments

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Fri. March 1st, 2024 - by Melissa De Leon Chavez

NEW ZEALAND - Consumers want more fruit, but do they always remember to eat it? Zespri™ recently commissioned a survey of over 500 Singapore residents, revealing an overwhelming majority (93 percent) want to eat more fruits, but over one-third of them do not because they simply forget. How do we solve this challenge? With Zespri’s latest innovative packaging launch: The Fruit Pillbox.

Ng Kok Hwee, General Manager, Global Marketing, Zespri™

“We all recognize the importance of eating fruits as part of a healthy diet, and yet our survey found that more than 50 percent of consumers in Singapore do not consume fruits every day. Inspired by Nudge Behavioural Economics, The Fruit Pillbox aims to encourage a positive change in the eating habits of consumers, making fruit consumption a seamless and enjoyable part of their daily routine,” said Ng Kok Hwee, General Manager, Global Marketing. “The initiative is aligned with our purpose to help people, communities, and the environment thrive through the goodness of kiwifruit.”

Playing off the design of pillboxes created to remind people to take their medicine and supplements daily, the new limited-edition packaging serves as a reminder to consumers to eat a kiwifruit daily.

Zespri recently announced its latest innovative packaging launch: The Fruit Pillbox

As a press release detailed, The Fruit Pillbox features seven compartments labeled Monday through Sunday, each containing a Zespri SunGold™ kiwifruit.

Beginning tomorrow, March 2, Zespri’s limited-edition The Fruit Pillbox will be trialed at four FairPrice Finest outlets. While the packaging is offered in limited quantities, Zespri kiwifruit will be readily available in the usual punnets across all FairPrice stores.

The kiwifruit maven will conduct a follow-up survey through a QR code printed on The Fruit Pillbox. Results of the survey are set to be released at the end of this month and will be compared against the findings in the initial survey.

To read more about the launch, click here.

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