The most widely cultivated species globally is Actinidia deliciosa cv. ‘Hayward’. However, in recent years, consumers have shown greater demand for new varieties with novel flesh colour, flavour and appearance in international markets. To meet these expectations, one breeding study was started in 2016 at the University of Guilan in Iran to develop new kiwifruit cultivars with superior characteristics. In this breeding program, 201 female and 534 male hybrid genotypes were obtained from combinations of six different parents using the controlled cross-breeding technique. The evaluations were carried out over three consecutive stages. In the first stage, 201 female hybrid genotypes and control (‘Golden’) were evaluated based on 25 phenological and pomological traits. In the second stage, hybrids passed the desired threshold values in 7 key attributes were selected. Sensory testing in the next stage evaluated these selected hybrid genotypes more. As a result of the first stage, 30 hybrid genotypes with fruit weight (90 ≥ g) were selected. Then, in the second stage, 21 hybrids that showed acceptable dry matter, hue angle, flesh firmness, soluble solid content, acidity, and ascorbic acid were selected. Finally, 13 hybrid genotypes received high scores in sensory testing, and just two hybrid genotypes represented a 100% of novelty with positive texture. These genotypes were selected as potential cultivar candidates. In future studies, fruit yield, disease/pest resistance, and post-harvest performance trials of the 13 selected candidates will be evaluated at different sites. Thus, the ones that give the best results will be introduced to kiwifruit growers.