Zespri has lodged the first self-substantiated health claim in New Zealand, under the Food Standards Australia-New Zealand's standard for nutrition, health and related claims.

Zespri's general manager of science and innovation, Dr David Tanner, says this is understood to be the first time in the world a self-substantiated health claim has been assigned to a fresh fruit product.

Zespri's first self-substantiated health claim is its green kiwifruit can contribute to normal bowel function.

'The claim – that Zespri green kiwifruit can contribute to normal bowel function – will not come as a surprise to most people,” says David.

'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.”

The health claim is based on 10 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 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 they are likely 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.”

Veronique says 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”.

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.