Recent survey results collected by Zespri – the world’s leading marketer of kiwifruit – through the launch of The Fruit Pillbox found that 75% of Singapore consumers who purchased the packaging agreed that the packaging reminds them to consume 1 kiwifruit each day.

This reinforces The Fruit Pillbox's hypothesis: innovative packaging prompts positive behavioural change, addressing the pre-launch survey's findings[1] that over 50% of Singaporeans do not eat fruits daily, with forgetfulness cited by over one-third as the main reason.

The Fruit Pillbox featured seven compartments labelled Monday through Sunday, each containing a Zespri SunGoldTM kiwifruit. This design, inspired by Nudge Theory, offered subtle reminders for healthier choices. The Fruit Pillbox was launched as a pilot in four FairPrice Finest outlets island wide – Bukit Timah Plaza, Thomson Plaza, Junction 8 and Waterway Point – to encourage consumers to eat a kiwifruit daily. All of The Fruit Pillboxes produced for Singapore were sold out within 5 days, from the day of launch on 2 March. 

Ng Kok Hwee, General Manager of Global Marketing at Zespri, was delighted with the survey results, stating, "We are thrilled to see the positive impact of The Fruit Pillbox in nudging healthier eating habits among Singapore consumers. The overwhelming response demonstrates the effectiveness of innovative packaging in encouraging a positive change in consumers’ eating habits, while making fruit consumption a seamless and enjoyable part of daily routine. The positive reception and insightful findings in Singapore – the testbed for our innovative approach – give us confidence to explore rolling out The Fruit Pillbox to more markets in the coming months." 

There were two surveys conducted to gather feedback from Singaporeans exposed to The Fruit Pillbox – one through a QR code on The Fruit Pillbox and another through in-person surveys by in-store promoters. 

Further insights from the on-packaging survey also found that 67% of respondents liked the design of The Fruit Pillbox, with 71% expressing that they are likely to repurchase kiwifruit in this packaging, if available. Anecdotally, respondents shared that they particularly liked the pill organiser-shaped packaging which helped them remember to eat their daily serving of kiwifruit. (Further details on the survey methodology can be found in Appendices 1 and 2.) 

The Fruit Pillbox was meticulously crafted to be inclusive and sustainable, ensuring that everyone will be able to enjoy the goodness of kiwifruit. The Fruit Pillbox was printed using environmentally friendly, vegetable-based inks. In a commitment to inclusivity, the days of the week were also imprinted in braille, making it accessible to the visually impaired. The environmentally conscious design extends to the material itself, as the packaging was crafted from 100% recyclable materials. This aligns with Zespri's broader packaging goals and commitment to achieving 100% recyclable, reusable or compostable packaging by 2025.

[1] 93% of surveyed Singapore residents expressed desire to eat more fruits but over one-third cite forgetfulness as a reason. Zespri commissioned Stickybeak to conduct a survey of 504 Singaporeans aged 18-55+. More information available in survey infographics here. Images and factsheet of The Fruit Pillbox are also available here.