KIWI reports surge in fruit and vegetable sales in Norway

Norwegian retailer KIWI reported a significant increase in fruit and vegetable sales during June and July, driven by football-themed marketing campaigns. The company sold 26.8 million kilograms of produce during this two-month period, representing a 4.4 percent volume growth—or 1,130 tons more—compared to the previous year.

Specific products saw substantial surges in demand. Blueberry sales rose by nearly 50 percent, while cauliflower sales increased by 55.5 percent and broccoli by 15.1 percent. Watermelon sales exceeded 3.2 million kilograms, and Norwegian strawberries totaled 700 tons.

In collaboration with BAMA, KIWI launched products featuring Norwegian national team players. A smoothie featuring player Alexander Sørloth became a top seller, with 68,386 bottles sold. Overall, sales of chilled smoothies increased by 52 percent compared to the previous year. KIWI CEO Vegard Kjuus noted that the strategy aimed to make healthy choices more attractive and relevant to children and young people through the popularity of football.