Some products are bought; others are loved. This idea lies at the heart of ‘Ready to love it’, the new positioning for Dulcis™, unveiled at Fruit Attraction 2026 in Madrid.
After building its identity around the distinctive qualities of a premium green kiwi with a particularly sweet and juicy profile, Dulcis™ enters a new phase focused on moving from product to people, with the ambition of becoming increasingly present in consumers’ everyday habits, moments and occasions.
This evolution accompanies the brand’s rapid growth. From just 18 hectares in 2021, Dulcis™ reaches 515 hectares under cultivation in Italy in 2026. Production is expected to reach around 4,350 tonnes this season, more than double the 2,153 tonnes recorded in 2025, with production projected to reach 11,500 tonnes by 2028.
“Until now, we have focused on bringing to market a kiwi that stands out for its quality, sweetness and taste. The project is now entering a new phase: acreage is growing, volumes are increasing rapidly and new commercial opportunities are opening up. It is time to support this step change by growing Dulcis™ as a brand, with the ambition of becoming one that consumers recognise and love,” says Mirco Montefiori, President of Dulcis Kiwifruit Company.
From ‘Ready to…’ to ‘Ready to love it’
The new tagline, ‘Ready to love it’, reflects the tangible qualities of Dulcis™: a naturally sweet, juicy and versatile kiwi whose quality is guaranteed through protocols that monitor the product from the orchard to packing.
This concept gives rise to the ‘Ready to…’ communication platform, designed to support Dulcis™ throughout the season while adapting consistently to different audiences, moments, occasions and communication channels, always leading to the same promise: ‘Ready to love it’.
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The campaign focuses on five everyday moments. Ready to Start is linked to breakfast and the routines that begin the day; Ready to Be Active focuses on exercise and an active lifestyle; Ready to Enjoy brings Dulcis™ into family moments and lighter occasions; Ready to Share is centred on sharing with friends and younger generations; and Ready to Feel Well connects the brand with everyday wellbeing, health and personal care.
“We have a product with very strong and recognisable characteristics. Now we want to go one step further and show consumers not only what Dulcis™ is, but what it can mean for them,” explains Claudia Iannarella, Head of Marketing at Alegra Group and Marketing Coordinator for Dulcis™.
“The new campaign puts consumers at the centre and brings Dulcis™ into real moments of everyday life. From breakfast to sport, from family moments to sharing with friends and personal wellbeing: different audiences and different occasions, but a single promise – ‘Ready to love it’.”
Product quality remains at the centre
The product remains the foundation of the new strategy. Dulcis™ is developed to offer a distinctive experience within the green kiwi category, with a flavour profile characterised by sweetness, juiciness and balance.
These characteristics also underpin the brand’s versatility, allowing it to fit naturally into different consumption occasions and appeal to a broad range of consumers.
For retailers, the new positioning provides a more recognisable brand identity and a flexible marketing toolkit that can be deployed both online and in store, while being adapted to different seasons, occasions and promotional activities.
