Zespri continues to strengthen its positioning around nutrition, innovation and category differentiation with the launch of NutriTour By Zespri, an experiential initiative designed to bring its new European campaign, “Loaded with Nutrients”, closer to consumers. The action reinforces Zespri’s positioning in a premium nutrition territory, aligned with evolving consumer demands.
In a food environment marked by information overload and the difficulty consumers face in identifying truly nutritious options, Zespri is focusing on clearer, simpler, science-based and experiential communication. The aim is to connect with people through real everyday situations.
This vision is behind NutriTour By Zespri, an initiative that turns the brand’s nutritional message into a tangible consumer experience, showing in a clear and accessible way how a single fruit can concentrate key nutrients such as vitamin C, fibre, folate and potassium.
Through this action, the company seeks to strengthen its emotional connection with consumers and position Zespri kiwifruit as a simple, natural option that brings together essential nutrients in a practical and accessible way.
“With NutriTour By Zespri, we want to evolve the way we connect with consumers, taking our nutritional positioning into real and relatable experiences. We want to transform complex messages into something simple, relevant and easy to understand, reinforcing Zespri’s role as a brand that helps people clearly and simply discover everything a nutrient-loaded fruit can offer,” said María Castells, Marketing Manager Iberia at Zespri.
The initiative forms part of the brand’s European communication strategy and reflects Zespri’s commitment to formats that combine experience, education and emotional connection to build relevance and differentiation within the category.
NutriTour By Zespri: brand experience and consumer connection
NutriTour By Zespri will begin on 3 and 4 June at Nuevos Ministerios, Madrid, with an immersive space designed to invite consumers to discover, in a simple and tangible way, everything a fruit such as Zespri kiwifruit can offer.
The experience will combine tastings of Zespri™ SunGold™ and Zespri™ Green kiwifruit, interactive dynamics and different activations designed to convey the brand message through an experiential and lifestyle approach.
During June and July, the initiative will also travel to several Spanish cities, with further stops in Madrid, Valencia and Barcelona, expanding the reach of the campaign and strengthening the brand’s connection with different target audiences.
Kiwifruit as an everyday nutritional ally
Zespri kiwifruit stands out for its high nutritional value, concentrating key nutrients such as vitamin C, folate, potassium and fibre. This makes it a simple and real option for incorporating essential nutrients into everyday routines.
Zespri™ SunGold™ stands out for its high vitamin C content, which contributes to the normal functioning of the immune system and, together with folate, helps reduce tiredness and fatigue, bringing vitality to everyday life.
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Zespri™ Green, meanwhile, is notable for its soluble and insoluble fibre content, contributing to normal intestinal transit. It became the first fruit to obtain approval for a health claim from the European Commission.
Incorporating kiwifruit into daily routines can help generate a real sense of wellbeing and nutrition: feeling lighter, supporting better digestion and having more energy to maintain healthy habits.
For more information about the “Loaded with Nutrients” campaign, visit:
https://www.zespri.com/es-ES/cargados-de-nutrientes
**The consumption of green kiwifruit contributes to normal bowel function by increasing stool frequency. Based on a daily intake of 200 g of fresh green kiwifruit pulp, equivalent to two large kiwifruit. A varied and balanced diet, together with a healthy lifestyle, is the basis of good health.
