Green kiwifruit becomes first fresh fruit in EU to earn official digestive health claim

EUROPE – The European Commission has officially approved a health claim for green kiwifruit, making it the first fresh fruit to achieve this recognition in the European Union.

The ruling confirms that consuming at least 200 grams of green kiwifruit, which equals roughly two fruits, “contributes to normal bowel function by increasing stool frequency.”

The decision follows more than 15 years of scientific research led by New Zealand’s Zespri, the world’s largest kiwifruit marketer. Researchers compiled data from 18 human clinical trials, six of which the European Food Safety Authority (EFSA) accepted as strong evidence for digestive benefits.

EFSA issued a positive scientific opinion in 2021, paving the way for the Commission’s recent authorization.

“Receiving this recognition is a milestone not only for Zespri, but for the entire fresh produce industry,” said Jason Te Brake, Zespri’s CEO. “It validates the science behind green kiwifruit and highlights the effort of our growers in producing a fruit that’s both delicious and nutritionally beneficial.”

The fruit’s natural profile explains its effect on gut function. Green kiwifruit provides both soluble and insoluble fibre, which support digestive motility.

It also contains actinidin, a natural enzyme that aids protein digestion, alongside high levels of vitamin C and potassium.

Unlike processed supplements, kiwifruit delivers these nutrients in a whole-food form, offering consumers an accessible option for digestive support.

Rare recognition for fresh produce

The EU’s approval process for health claims is among the toughest in the world. Out of 2,327 applications reviewed so far, only 261 have been accepted. In the last five years, regulators approved just three claims. Most of those have related to isolated nutrients or fibre types rather than whole fruits.

For this reason, the green kiwifruit claim is seen as highly significant. It sets a reference point for other produce companies considering long-term research to prove the health value of their crops.

Zespri plans to highlight the claim in its European marketing, giving consumers clearer information about the link between kiwifruit and gut health. “This approval gives us a science-backed way to communicate the digestive benefits of green kiwifruit,” the company noted.

The move comes at a time of growing consumer focus on gut health and natural nutrition. Analysts expect the Commission’s decision to strengthen kiwifruit’s position in European markets while also encouraging similar scientific efforts across the fruit and vegetable sector.

The approval adds to other recent developments in produce science, where long-term studies continue to highlight how everyday foods can play a role in health. Industry experts see this as a rare case where a fresh fruit has cleared Europe’s rigorous standards, setting a pathway for further progress.

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