EU Approves Green Kiwifruit for Digestive Health Benefits

Kiwifruit marketer Zespri has achieved a significant milestone in Europe, as the European Commission has officially recognized that consuming green kiwifruit can enhance digestive health. This approval confirms that eating two green kiwifruits daily can contribute to normal bowel function by increasing stool frequency.

First Fresh Fruit with Health Claim Recognition

The green kiwifruit, scientifically known as Actinidia deliciosa “Hayward”, has now become the first fresh fruit to receive such an authorized health claim from the European Commission. This decision is a result of extensive research and advocacy, taking nearly 15 years to reach this point. Jason Te Brake, chief executive of Zespri, expressed pride in this achievement, highlighting the rigorous process involved in obtaining this endorsement.

The inclusion of green kiwifruit in the European market as a health-promoting food aligns with growing consumer trends towards healthier eating habits. The health claim is expected to boost the fruit’s popularity among health-conscious consumers in Europe, where digestive health is a major focus.

Impact on Market and Consumer Choices

With this approval, Zespri is poised to leverage the health benefits of green kiwifruit in its marketing strategies, potentially increasing sales in a competitive market. The company anticipates that this development will encourage more consumers to incorporate kiwifruit into their diets, especially those seeking natural ways to improve digestive health.

The endorsement from the European Commission underscores the importance of scientific validation in the health food sector. This approval not only enhances consumer confidence but also sets a precedent for other fresh produce to seek similar health claims in the future.

Zespri’s achievement is timely, coming as digestive health issues remain a significant concern for many individuals across Europe. As awareness of healthy eating practices continues to rise, the company’s commitment to promoting the benefits of green kiwifruit positions it favorably in the marketplace.

As Zespri moves forward, the company aims to educate consumers about the specific health benefits associated with green kiwifruit, further solidifying its role as a leader in the fruit industry. The recognition from the European Commission marks a pivotal moment in both Zespri’s history and the broader health food landscape.