Kiwifruit growers are hoping to make the most of a new variety

Zespri says more than three million trays of the RubyRed fruit, will be available this harvest season, doubling in volume compared with last season.

It says the increase in volume is great for consumers, who love its sweet berry taste, red flesh colour and high content of antioxidants.

Kiwifruit Growers Incorporated chief executive, Colin Bond, says it's critical they get as many varieties of the fruit onto shelves.

He says their industry is built on green kiwifruit, been able to build out that category with gold kiwifruit, and the red variety is attracting new consumers.