Pillboxed-Shaped Fruit Cases

In an effort to remind consumers to eat fruit daily, Kiwi brand Zespri debuted a new sustainable package that pays homage to traditional medicinal pill boxes. Dubbed the Fruit Pillbox, this innovative packaging features seven compartments, each containing a single Zespri SunGold Kiwifruit. Each compartment is clearly labeled for a specific day of the week, making it easy to enjoy a daily dose of delicious fruit.

The Fruit Pillbox is constructed from vegetable-based ink and recyclable material. The new packaging aims to increase awareness about the importance of daily fruit consumption. This comes in light of a recent study that suggests "over 50% of Singaporeans do not eat fruits daily and have cited forgetfulness as the biggest factor that stops them from eating fruit."

"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 Kok Hwee, General Manager, Global Marketing, Zespri.