Key Takeaways:
- Zespri green kiwifruit becomes the first fresh fruit to be granted an authorised health claim by the European Commission.
- Approval follows over 15 years of Zespri-led research and a scientific dossier submitted in 2018.
- The authorised claim states that consuming two green kiwifruit daily contributes to normal bowel function by increasing stool frequency.
- Only three health claims have been approved by the European Commission in the past five years.
- Zespri plans to integrate the health claim into European consumer communications.
European Commission Approves Health Claim for Green Kiwifruit
The European Commission has officially authorised a health claim for green kiwifruit, marking the first time a fresh fruit has achieved such recognition. The approved claim specifies that consuming two green kiwifruit (Actinidia deliciosa var. Hayward) daily, providing at least 200 grams of flesh, contributes to normal bowel function by increasing stool frequency.
The approval follows a rigorous evaluation process, with fewer than one in eight submitted claims receiving approval. This is only the third health claim granted by the Commission in the past five years.
Zespri’s Research and Commitment
Zespri, the kiwifruit marketer behind the application, fully funded the process and spearheaded more than 15 years of scientific research to substantiate the claim. A comprehensive dossier was submitted to the European Food Safety Authority (EFSA) in 2018, including 18 human intervention studies. Six studies provided the strongest evidence supporting the digestive health benefits of green kiwifruit. EFSA delivered a positive opinion in 2021, leading to the Commission’s final authorisation.
“This milestone is not only a first for Zespri but for the entire fresh produce industry,” said Jason Te Brake, CEO of Zespri. “The EU Commission’s recognition of green kiwifruit’s role in digestive health reflects one of the ways we are helping people thrive through the goodness of kiwifruit.”
Industry Significance and Consumer Impact
The authorization is expected to create new opportunities for the fresh produce sector by combining nutrition science with consumer marketing. Zespri highlighted that the approval validates its long-term health and innovation programm while delivering value to growers and strengthening consumer trust in fresh fruit.
In the 2024/25 season, Zespri supplied 220.9 million trays of kiwifruit across its Green, RubyRed™, and SunGold™ varieties to more than 50 markets worldwide. The company views this achievement as a blueprint for future efforts to link fresh produce with proven health benefits.
Next Steps for Zespri
With the official authorisation in place, Zespri will begin incorporating the health claim into its European communications. The company emphasized that consumer demand for nutritious foods with verified benefits is rising, and the new claim will help reinforce green kiwifruit’s role as a natural choice for supporting digestive health.
