Sept. 22, 2016–Since Sun Pacific®, grower of Cuties®, launched Mighties® kiwi two years ago, the category has grown 12 percent every year.¹
Mighties’ success in growing the category has come largely through bringing in new kiwi purchasers, demonstrated by the fact that there has been little cannibalization of bulk kiwi sales, while Mighties sales have risen 28 percent year-over-year.1
Retailers participating in the Mighties program report category sales increases of more than 25 percent year over year since Mighties launched. Utilizing Mighties’ display materials for optimal merchandizing and ensuring ideal placement in high-traffic areas of the produce department have proven to be key to this success.
Multiple aspects of the Mighties brand are designed to make kiwi more approachable to consumers. Sun Pacific’s ripening process ensures Mighties arrive on retailers’ shelves ripe and ready to eat, taking the guesswork out of when to purchase. And, Mighties packaging is designed to communicate the ease of eating kiwi—simply cut, scoop and eat— while also highlighting the nutritional value of this super fruit.
“The Mighties brand has demystified kiwi for consumers, and we’ve seen a tremendous response,” said Victoria Nuevo-Celeste, vice president of marketing for Sun Pacific. “From health-conscious consumers who want a nutrient-rich, delicious fruit for themselves and their families, to ‘foodies’ that love the flavor and color—kiwi, and specifically Mighties, is quickly becoming a staple produce purchase as we gain share of the fruit bowl,” said Nuevo-Celeste.
Sun Pacific is the largest grower of kiwi in North America and continues to invest in planting more kiwi to meet consumer and retailer demand. “In less than a decade, we will triple our supply from when we launched Mighties,” said Bob DiPiazza, president at Sun Pacific.
Mighties are available in one-, two-, three- and four-pound clamshells, and are verified non-GMO by the Non-GMO Project, an increasingly sought-after trait for consumers.
Stop by Booth 417 at the PMA Fresh Expo in Orlando, Fla., Oct. 14-16, 2016, to learn more about Sun Pacific fruit, including Mighties, Cuties, and Vintage Sweets; and visit www.sunpacific.com.
¹Based in part on data reported by Nielsen through its Perishables Group FreshFacts® Service for Sun Pacific’s custom kiwi category, for the 24 weeks ending 4/30/16 for the US Grocery Channel. © 2016 Nielsen.
