ed the first self-substantiated health claim in New Zealand, under the Food Standards Australia-New Zealand (FSANZ) Standard for Nutrition, Health and Related Claims.Zespri General Manager Science & Innovation, Dr David Tanner explains this is also understood to be the first time in the world that a self-substantiated health claim has been assigned to a fresh fruit product.
“The claim – that Zespri Green Kiwifruit can contribute to normal bowel function – will not come as a surprise to most people. However it’s important to us to get this health claim from FSANZ to move towards our longer-term strategy of getting a European health claim for Zespri Kiwifruit,” says David.
This health claim is based on ten years of data from clinical trials, along with substantiated supporting evidence from other research, and includes a systematic review of literature and data by independent scientists on behalf of Zespri.
Zespri Global Marketing Manager, Veronique Parmentier says that health marketing underpins Zespri’s marketing around the world as a premium brand.
“Our research shows that the more consumers know about the health benefits of kiwifruit, the more likely they are to see kiwifruit as an important nutritious addition to the daily diet. We want to build on our base of loyal, regular consumers who value the digestive health benefits they get from eating kiwifruit. Many countries require any health claims to be scientifically proven and approved by their governments and this substantiated health claim is part of our strategy to develop our health marketing strategy, as the world leader in kiwifruit,” says Veronique.
Health marketing is increasingly important when taking into account global trends towards an ageing population, rising middle classes in developing countries and increasing interest in healthy living.
