Zespri's new pillbox-shaped case will ensure you never forget your fruit

Kiwi brand Zespri is putting a little fun into taking one’s daily fruit intake with new sustainably made packaging that draws inspiration from a pill box.

Called The Fruit Pillbox, the packaging comes with seven compartments labelled from Monday to Sunday with a Zespri SunGold Kiwifruit in each compartment.

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Crafted from recyclable material and vegetable-based ink, the packaging aims to combat Singapore’s forgetfulness to include fruit in their daily consumption habits.

In fact, over 50% of Singaporeans do not eat fruits daily and have cited forgetfulness as the biggest factor that stops them from eating fruit, according to a survey commissioned by Zespri. 93% of Singaporeans also said that wanted to eat more fruit.

“Zespri believes in inspiring positive behavioural change towards a healthier community through the power of remarkable marketing. We all recognise the importance of eating fruits as part of a healthy diet, and yet our survey found that more than 50% of consumers in Singapore do not consume fruits every day," said Ng Kok Hwee, General Manager, Global Marketing, Zespri.

"Inspired by Nudge Behavioural Economics, we have partnered with The Shed 28, Mindshare, Speak Easy and Peppercomm to launch a creative and intuitive solution – the Zespri Fruit Pillbox. The Fruit Pillbox aims to encourage a positive change in the eating habits of consumers, making fruit consumption a seamless and enjoyable part of their daily routine,” said Ng. “The initiative is aligned with our purpose to help people, communities, and the environment thrive through the goodness of kiwifruit.”

True enough, the pill box packaging leverages the Nudge Theory that subtly, gently and repeatedly encourages positive changes in a consumer’s eating habits by forming a habit around consuming fruit daily.

The limited-edition packaging will roll out on 2 March 2024 at selected FairPrice Finest stores for a pilot run to gauge the effectiveness of the packaging in prompting daily fruit consumption.

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