The fresh produce sector has reached a new milestone as the European Commission approves the first-ever health claim for a fresh fruit. The green Hayward kiwifruit has earned this recognition after more than 15 years of research validating its digestive health benefits.
The European Commission has officially authorized the statement:
“Consumption of green kiwifruit contributes to normal bowel function by increasing stool frequency,”
provided that consumers eat two fresh green kiwifruits per day, equivalent to at least 200 grams of pulp.
This makes green kiwifruit the first fresh fruit to receive an EU-approved health claim. The achievement is even more remarkable considering that only three such claims have been approved in the past five years and fewer than one in eight applications are successfully approved under the EU’s strict evaluation process.
Jason Te Brake, CEO of Zespri, emphasized the significance of the milestone, stating:
“This achievement is not just a win for Zespri, but for the entire fresh produce industry. The European Commission’s recognition reflects one of the many ways we are helping people thrive through the benefits of kiwifruit. This approval not only validates our health and innovation program but also provides tangible value to the industry and acknowledges the efforts of our growers to deliver a nutritious and great-tasting fruit.”
Zespri fully funded the application process and most of the scientific research involved. The dossier, submitted in 2018, included 18 human intervention studies, of which six were deemed strong evidence by the European Food Safety Authority (EFSA). EFSA issued a positive opinion in 2021, which has now culminated in final approval by the Commission.
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Zespri’s long-term investment in science and nutrition demonstrates how such efforts can build consumer trust in fresh produce. The validation of digestive benefits not only enhances the value of the category but also creates new growth opportunities in a market where health and transparency are key purchase drivers.
During the 2024/25 season, Zespri supplied 220.9 million trays of its three varieties — Zespri Green, Zespri RubyRed, and Zespri SunGold — to over 50 international markets. Among them, the green kiwifruit stands out for its tangy-sweet flavor, high dietary fiber content, and essential vitamins and minerals.
Outlook for the European market
This health claim approval comes at a time when European consumers are increasingly interested in foods with scientifically proven health benefits. The recognition paves the way for other fresh produce companies to pursue similar authorizations, provided they are backed by robust scientific evidence and meet rigorous regulatory standards.
