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Madrid, Oct. 6, 2026 — Some products are bought; others are loved. That idea is the starting point for “Ready to Love It,” the new positioning for Dulcis [4], unveiled today in Madrid at Fruit Attraction 2026.

Having built its identity around the distinctive characteristics of a premium green kiwi that is surprisingly sweet and juicy, Dulcis is now opening a new chapter: from product to people, with the aim of becoming ever more a part of daily habits, moments and occasions.

This is an evolution that goes hand in hand with the brand’s rapid growth. From 18 hectares in 2021, Dulcis has reached 515 hectares under cultivation in Italy in 2026. Production is forecast to hit around 4,350 metric tons in the new season — more than double the 2,153 metric tons of 2025 — with 11,500 metric tons projected for 2028.

“Until now, we have worked to bring to market a kiwi that stands out for its quality, sweetness and taste. The project has now reached a new phase: acreage is growing, volumes are rising rapidly and new commercial opportunities are opening up. It is time to support this step change by growing Dulcis as a brand as well, with the ambition of becoming one recognized and loved by consumers,” says Mirco Montefiori, president of Dulcis Kiwifruit Company.

The new tagline “Ready to Love It” sums up this evolution and stems from the tangible qualities of Dulcis: a naturally sweet, juicy and versatile kiwi, whose quality is guaranteed by protocols that follow the product from orchard to packing, and which slots easily into different moments of the day.

From this, the “Ready to…” concept takes shape: a communication framework designed to support Dulcis throughout the season and adapt recognizably across different audiences, moments, occasions and channels, always arriving at the same destination — “Ready to Love It.”

The new communication activity is built around buyer personas and five everyday moments: “Ready to Start,” devoted to breakfast and the routines that start the day; “Ready to Be Active,” linked to exercise and an active lifestyle; “Ready to Enjoy,” for family moments and lighter, more fun occasions; “Ready to Share,” dedicated to sharing, with friends and younger generations in mind; and “Ready to Feel Well,” which frames wellbeing as a balance of daily health and personal care.

“We have a product with very strong, recognizable characteristics. Now we want to go a step further and tell people not only what Dulcis is, but what it can mean for them,” explains Claudia Iannarella, head of marketing at Alegra Group and marketing coordinator for Dulcis. “The new campaign puts the consumer front and center and brings Dulcis into real moments of everyday life. From breakfast to sport, from family to sharing with friends, to personal wellbeing: different audiences, different occasions, but a single promise, ‘Ready to Love It.’”

The product remains at the heart of the new strategy. Dulcis was created with the aim of offering a new experience in the green kiwi segment, thanks to a flavor profile characterized by sweetness, juiciness and balance. It is precisely this versatility that allows the brand to fit into different moments and occasions and to speak to audiences across the spectrum.

For retailers, the new positioning translates into a more recognizable identity and a flexible marketing toolkit that can be rolled out online and in store and tailored to different seasons, occasions and promotional activities.

Images: Dulcis Kiwifruit Company