Kiwifruit marketer Zespri has lodged what it understands to be the world's first self-substantiated health claim for a fresh fruit product.
It's seeking formal recognition for the claim that its green kiwifruit can contribute to normal bowel function, in other words, keep you regular.
Zespri has started the process by seeking recognition from Food Standards Australia-New Zealand.
But it said the longer term strategy was getting a European health claim accepted.
It's basing the claim on 10 years of data from clinical trials, along with other research.