New cardboard packs for Zespri kiwifruit sold by UK retailer Tesco have apparently raised consumer awareness of the brand and contributed to increased sales that were ‘beyond expectations’.
Ravenwood Packaging, which provided so-called ‘linerless’ label technology for the packs’ lid section, said the design had enabled Zespri to move away from the traditional plastic flow wrap format as it embarked on its first major supply contract with the leading British supermarket chain.
“The new packaging, along with the range of promotional initiatives, has assisted in raising consumer awareness and driving engagement,” said a spokesperson. ”All initiatives and activities launched as part of the summer marketing campaign have increased sales, surpassing forecasts.”
According to the company, Zespri and Tesco wanted to introduce a “more practical and attractive” design that would be sustainable and fully recyclable, but also convey Zespri’s brand identity.
With partners ProPrint Group, Smurfitt Kappa, and Ravenwood, they developed a model called ProProduce, which consists of a combined tray with lid made entirely from cardboard.
Unlike traditional labels, linerless labels do not require backing paper, which typically ends up in landfill.
“The primary focus was to transition away from plastic flow wrap, paving the way for a packaging overhaul that would meet the criteria for the high-profile marketing campaign,” the spokesperson added. “The packaging re-design needed to be fresh and vibrant for enhancing the appeal of the kiwifruit.”
Tesco’s decision to list Zespri SunGold kiwifruit, a fully branded product, in summer 2024 stood out in a market where major retailers tend to favour private-label product.
The collaboration is backed by a range of consumer marketing activities, including online promotions, radio adverts, and consumer sampling.
