Tests are underway to establish if the new Zespri kiwifruit called SunGold, widely grown in the Bay of Plenty, has the same bowel health attributes as Zespri Green.

Love the fibre boost is a promotion used by Zespri to portray the message about bowel health attributes of its fruit.

Zespri global marketing manager Veronique Parmentier says a positive outcome from the research would be 'fantastic”.

'Zespri SunGold contains the digestive health attributes fibre and actinidin as well, although in a lower concentration (than Zespri Green). We are testing its ability to contribute to bowel health and are waiting for the first results.”

Last week Zespri lodged the claim that Zespri green kiwifruit can contribute to normal bowel function. It is believed to be the first self-substantiated health claim in New Zealand under the Food Standards Australia-New Zealand's standard for nutrition, health and related claims.

Being able to make similar claims for SunGold 'would be fantastic for our loyal consumers, who value the digestive health benefits they get from eating Zespri Green Kiwifruit,” says Veronique.

Making the health claim for Zespri kiwifruit should benefit growers by generating increased consumption, Veronique says.

'Besides taste and quality, health is one of the top three factors consumers take into account when buying kiwifruit. Increased health knowledge means increased Zespri Kiwifruit consumption across all our markets. Health-conscious consumers are more familiar with the Zespri brand and buy more Zespri Kiwifruit.”

However, getting the message about bowel function to all consumers is not easy, she says.

'Communicating digestive health benefits can be sensitive in some cultures and countries and our approach differs by market. Our consumer research helps us understand which messages may work or not work: Germany is an example of a sensitive culture.”

In 'health-sophisticated” markets like Spain or Taiwan the message is easier to communicate, she says.

'Consumer research in our major markets showed us that our loyal consumers know this digestive benefit (of Zespri kiwifruit) very well. A 'feel-the-difference” approach, like our 14-Day Challenge, has been effective in a number of markets so far.

'We also target groups involved in healthcare with these messages, such as health care professionals and key opinion leaders. They can help us spread the information.”