7 May 2014
NZ’s first self-substantiated health claim for Zespri
Zespri has lodged 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 aging population, rising
middle classes in developing countries and increasing interest in healthy living.
Zespri Kiwifruit has many health benefits and contributes to everyday good health and vitality: it has a high nutrient
density, is a source of fibre and contains the enzyme actinidin, which may help to break down proteins during digestion.
It is also an excellent source of vitamin C.
ENDS