Green kiwifruit has achieved a milestone that positions it at the forefront of global fresh produce innovation. In a decision hailed as groundbreaking for both Zespri and the wider fruit and vegetable sector, the European Commission has officially authorised a health claim for green kiwifruit, making it the first fresh fruit ever to receive such recognition.
The approved claim states that “consumption of green kiwifruit contributes to normal bowel function by increasing stool frequency” – provided that individuals consume at least two fresh green kiwifruit (Actinidia deliciosa var. Hayward) daily, supplying a minimum of 200 grams of fruit flesh. This distinction marks an unprecedented achievement in an industry where very few fresh produce items have been able to secure health claims under the European Union’s stringent regulations.
A Rare and Rigorous Approval
The European Commission’s authorisation is particularly significant because only a handful of health claims are ever approved. In fact, in the last five years, the Commission has authorised just three claims, with fewer than one in eight submitted applications receiving approval after review. The approval process is notoriously demanding, requiring extensive scientific evidence and thorough examination by the European Food Safety Authority (EFSA).
For Zespri, this recognition validates years of investment in scientific research and substantiation. EFSA had already issued a positive scientific opinion in 2021, but it was only in 2025 that the European Commission finalised the authorisation, giving Zespri and its growers the ability to use this claim in their European marketing and communication.
A First for Fresh Produce
Jason Te Brake, CEO of Zespri, described the approval as a milestone not just for the company but for the entire fresh produce sector.
“This milestone is not only a first for Zespri but for the entire fresh produce industry,” Te Brake said. “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 programme, it also delivers tangible value to the industry and reflects the hard work of our green growers to produce nutritious, great-tasting kiwifruit.”
The achievement reinforces Zespri’s position as a global leader in fruit innovation, branding, and consumer engagement. It also demonstrates that fresh produce—often considered challenging to market beyond its natural freshness and taste—can compete in the same space as functional foods and fortified products when supported by credible, long-term science.
Fifteen Years of Research Commitment
Behind the approval lies a story of persistence, collaboration, and investment in nutritional science. Zespri has been investing in kiwifruit-related health research for over 15 years. The application for EU authorisation was submitted in 2018, supported by a comprehensive scientific dossier. This dossier included 18 human intervention studies, with six of them ultimately forming the core evidence base that demonstrated the fruit’s positive impact on bowel function and intestinal regularity.
The results of these studies were compelling: daily consumption of green kiwifruit was shown to aid digestive health in a natural, food-based way. Unlike supplements or processed products, the benefits came directly from whole fruit consumption, a factor that aligns with consumer demand for natural wellness solutions.
By fully funding the application and the majority of research, Zespri has positioned itself not just as a fruit marketer but as a champion of science-led innovation in fresh produce.
The Science Behind Green Kiwifruit
Green kiwifruit is rich in dietary fiber, vitamins, minerals, and other bioactive compounds. Fiber, in particular, plays a central role in digestive health by supporting bowel function, promoting regularity, and contributing to overall gut wellness. Scientific evidence has long shown the benefits of dietary fiber, but kiwifruit offers a unique combination of soluble and insoluble fibers, alongside actinidin, a natural enzyme that aids digestion.
The European Commission’s formal recognition of these benefits underscores the fruit’s role as more than just a delicious snack—it is a functional food with proven health effects. Consumers who regularly eat green kiwifruit have long anecdotally reported improvements in digestive comfort, and now these claims have been validated by one of the world’s most rigorous regulatory bodies.
Unlocking Growth in the Fresh Produce Category
The authorisation is expected to have far-reaching implications for Zespri and the wider produce sector. In the 2024/25 season, Zespri supplied more than 220.9 million trays of kiwifruit—including Zespri™ Green, Zespri™ SunGold™, and Zespri™ RubyRed™ varieties—to over 50 international markets. With this EU-approved health claim, Zespri is well-positioned to differentiate its green kiwifruit in an increasingly competitive global fruit market.
Health-conscious consumers across Europe are already seeking foods with proven nutritional benefits. As demand for functional and naturally healthy products grows, Zespri’s ability to market green kiwifruit with an official EU health claim is expected to boost consumer trust, drive category growth, and potentially increase kiwifruit consumption across key markets.
A Blueprint for the Future of Fresh Produce
The achievement also sets an important precedent for the fresh produce industry. For decades, packaged food companies have dominated the health-claim space, often marketing fortified cereals, beverages, and supplements with claims approved by regulatory bodies. Fresh fruits and vegetables, despite being naturally nutrient-dense, have rarely been able to break into this category because of the difficulty in meeting the strict scientific standards required.
Zespri’s success demonstrates that with long-term investment in research, fresh produce companies can not only compete but thrive in this space. This could open doors for other fruit and vegetable marketers to follow a similar path, using science-backed evidence to highlight the unique health benefits of their products.
Building Consumer Trust Through Science
For consumers, this authorisation provides reassurance that the benefits of green kiwifruit are not just marketing claims but are supported by robust scientific evidence and independently validated by European regulators. This transparency and credibility are increasingly important as shoppers demand authenticity and accountability from food brands.
Zespri has indicated that it will begin incorporating the health claim into its European communications strategy immediately. From packaging to advertising, the company intends to highlight the digestive health benefits of green kiwifruit, empowering consumers to make informed choices about their diets.
A Milestone with Global Impact
Although the health claim is currently authorised for the European Union, the achievement has global implications. Zespri markets kiwifruit in more than 50 countries, and approval from such a respected regulatory body as the European Commission may encourage other jurisdictions to consider similar evaluations.
For growers, the recognition is a reward for their dedication to producing high-quality fruit. For the broader industry, it is proof that fresh produce can stand alongside dietary supplements and fortified foods in delivering tangible health benefits. And for consumers, it is a reminder that simple, natural foods—like two green kiwifruit a day—can play a powerful role in supporting everyday health and wellbeing.
