A survey of customers in Singapore conducted by Zespri found that simple forgetfulness was frequently cited as a barrier to increased fruit consumption.
Despite an overwhelming 93% of respondents expressing a desire to eat more fruit, a third admitted that they often forget to do so. In response, the New Zealand-based kiwifruit supplier has introduced an innovative solution inspired by the pharmaceutical industry’s daily dose packs – the Fruit Pillbox.
The Zespri Fruit Pillbox is designed to encourage regular fruit consumption through subtle reminders, a concept derived from Nudge Theory – a behavioural science principle which suggests that small, positive prompts can lead to healthier lifestyle choices. The Fruit Pillbox features seven compartments, each labelled with a day of the week from Monday to Sunday. Each compartment contains a kiwifruit, making it easy for consumers to remember to include fruit in their daily diet.
The initiative aims to make healthy eating more convenient and habitual, with the pillbox format not only serving as a visual and physical reminder to eat fruit daily but also adding an element of routine to the process.
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