Challenge
Zespri wanted to understand how UK consumers perceived Golden Kiwi and how the product could be positioned more effectively in the market. As a less familiar offer than green kiwi, the challenge was to identify what would make it feel distinctive, desirable and worth buying.
Approach
We carried out consumer research and product testing to explore taste perceptions, overall appeal and the language most likely to resonate with shoppers. The methodology was designed to go beyond simple liking scores and understand how consumers described the product, how it compared with expectations and what messaging could most effectively support retailer conversations and consumer marketing.
Outcome
The findings informed Zespri’s marketing strategy, retailer pitch materials and positioning approach. The product testing generated a strong response, helping the team understand both the sensory appeal of Golden Kiwi and the most compelling way to communicate it in market.