Dulcis™, the premium green kiwi grown exclusively in Italy, has concluded the 2025/26 season with results exceeding expectations and strong indicators for the brand’s future.
The brand, which this year tripled its volumes compared to the previous season, demonstrated that the market can absorb this growth, meeting retailer expectations for an innovative product capable of energising the green kiwi segment. Dulcis™ remains a niche product, with approximately 1,800 tonnes marketed, but is becoming increasingly recognisable within the premium category. Italy accounted for more than 50% of volumes—its main market—while international markets represented the remainder.
“The season closed with very positive feedback,” said Mirco Montefiori, President of Dulcis Kiwifruit Company. “We approached the campaign with caution, as the increase in volumes represented a significant step forward for the brand. However, the market responded very well, confirming there is space for a premium green kiwi with distinctive characteristics.”
Dulcis™ stands out as a unique product in the European landscape: a green kiwi derived from Actinidia chinensis—the same species as yellow kiwis—but with green flesh and a flavour profile combining sweetness, juiciness and a well-balanced sugar-acidity ratio. These attributes continue to be highly appreciated by both buyers and consumers.
Quality control across the entire supply chain also plays a key role. Dulcis™ applies a monitoring system that begins in the field and continues through to commercialisation, using precise parameters to select only fruit that meets the brand’s standards. Based on the Dulcis™ Quality Index (DQI), this system enhances growers’ efforts while ensuring consistent product quality.
Strong commercial performance has also driven a progressive expansion of the brand’s presence in major retail chains. In some cases, Dulcis™ has been selected as the only green kiwi in the assortment, while in others it has been included in premium ranges. To meet specific retail requirements, the company is also developing new packaging formats aimed at improving functionality, shelf presentation and adaptability across different markets.
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The kiwi’s growth is also reflected internationally. In recent months, Dulcis™ has consolidated its presence in several European countries, including Portugal, Spain, Germany, the Nordic countries and the United Kingdom. More than 20% of total volumes were marketed in the Nordics (mainly Finland and Norway), while Portugal accounted for around 10% of international sales.
At the same time, initial commercial campaigns have been launched in Germany with a view to structured development in future seasons. First shipments have also been made to the Arabian Peninsula, specifically Dubai, where Dulcis™ debuted in partnership with Carrefour.
Throughout the season, Dulcis™ has supported its commercial development with an intensive communication and marketing strategy. Among the most visible initiatives was a city-wide campaign on Milan’s trams, bringing the brand to the heart of the city with the message: “In a hurry, Milan? Head for the taste! Next stop: Dulcis™ Kiwi,” turning public transport into a dynamic showcase for the product.
In parallel, activity continues across digital and social media channels, including a collaboration with content creator Stella Menna (@unastellaincucina), who is producing a series of content and video recipes dedicated to Dulcis™ kiwi, aimed at showcasing its attributes and culinary versatility.
“We are working to build increasingly direct engagement with consumers,” explained Romeo Fabbri, Marketing Committee Coordinator at Dulcis Kiwifruit Company. “Our collaboration with Stella Menna allows us to tell the product’s story in a creative and authentic way, highlighting its taste and versatility. At the same time, we continue to develop communication initiatives designed to boost brand visibility and support its growth across multiple markets.”
With increasing acreage, a clear positioning in the premium segment and growing international presence, Dulcis™ is entering future seasons with a focus on market consolidation. The 2026/27 season is expected to mark a further step forward, with volumes projected to reach around 5,000 tonnes, strengthening its presence in Europe and expanding into new international markets.
