Zespri Unveils New Custom-Designed Packaging Developed to Grab Shopper Attention
- by Lilian Diep
ORANGE COUNTY, CA - As I gear myself up spiritually for the Southeast Produce Council, Zespri is tackling the show head-on with exciting news. The kiwifruit provider is showing up at the Tampa Convention Center in Tampa, Florida, with its new, vertical clamshell package, designed to stop shoppers in their tracks and SEPC attendees as well.
“Our new custom packaging size and graphic sleeve features our new visual identity with a refined logo that captures the burst of flavor consumers get when they bite into SunGold® Kiwifruit,” explains Sarah Deaton, Zespri’s Shopper Marketing Manager. “The new look better reflects who we are as a company today and our desire to stand out by being bold, playfully unexpected, and real. It also supports our commitment to protecting the environment and reducing the use of plastics. The new clamshell, although taller, uses eight percent less plastic than the old clamshell.”
According to the press release, the 1 lb package is a proprietary clamshell designed only for Zespri. The vertical design has visual stopping power developed to grab shopper attention and drive incremental sales at the store level. Zespri’s new kiwifruit packaging is made from 100 percent recycled materials and is fully recyclable. The two-piece clamshell will include embossing on the top to reinforce the Zespri brand and support its global brand strategy to drive sustainability. By removing the printed label and replacing it with the embossed logo, the packaging becomes 100 percent recyclable.
“We’re confident that our new packaging will help differentiate Zespri SunGold in the fresh produce category,” states Deaton. “Additionally, consumers today are making more considered purchasing decisions and looking for brands that have a purpose and a set of values they personally identify with. Zespri meets those brand values through health, nutrition, and driving sustainability where we can.”
Zespri joined the New Plastics Economy, which is dedicated to keeping plastic in the cycle of being reused and not wasted. The company continually works to find non-plastic alternatives and some global trials are being tested currently.
With stackable features, the custom packaging can be showcased on Zespri’s new display bin, which is designed to let the new 1 lb packaging stand out and be the hero of the display. Additionally, Zespri’s new display graphics build on last year’s successful consumer Let Your Taste Wander campaign utilizing the eye-catching, colorful elements.
The new 1 lb packaging will roll out in May to coincide with the start of the season. Other Zespri packaging sizes and varieties will also be phased into the market. Overall, Zespri is set to support the new launch with heavy marketing support to ensure a strong brand impact and to reach as many consumers as possible.
For more innovative ideas in the produce aisle, keep an eye out for more news to come from ANUK.