In 2024, production of Cosmic Crisp® apples is rising fast with an availability of 14,000 tonnes, the apple will see its quantities triple on the European markets. The upward trajectory will continue with the next harvest, where the goal is to exceed 40,000 tonnes.
“The quality of the fruit is very good, and sizes are in line with the needs of the main markets: Italy, Germany and Spain first and foremost, with a focus also on Scandinavia, the UK and Eastern Europe. While this campaign will crescendo in spring and summer, our medium- to long-term goal is for this exceptional apple to accompany consumers for 12 months of the year. Thanks to its excellent storage life and extraordinary taste and aroma profile, Cosmic Crisp has the right wings to fly under any European sky,” comments Klaus Hölzl, Sales Manager at VOG.
“Expectations are excellent because the crispness, juiciness and richness of flavour of Cosmic Crisp make it a unique product for the category. By accompanying consumers and customers to discover its heavenly taste, we are absolutely certain that the new campaign will be a success,” adds Benjamin Laimer, Marketing Manager at VIP.
The investment in the brand and its importance in the European market is also reflected in the consumer campaigns, which focus on the sky and the “heavenly taste” of Cosmic Crisp. With the start of sales, the new Instagram profile is already online (@cosmic.crisp.europe) and PR and in-store promotion activities are underway. From April, the commercial, which takes consumers into the heavenly dimension of Cosmic Crisp®’s infinite taste sensations, will be back on Italian television and major digital channels in all countries.
However, the major new development is the roadshow that will reach cities in the main countries. “Cosmic Crisp is an apple that pushes the envelope. It is a game-changer both at product level and in terms of its highly distinctive brand identity,” explains Hannes Tauber, Marketing Manager at VOG. “This uniqueness is reflected in the marketing initiatives, which bring consumers closer to this apple’s heavenly taste, linking it to the sky and its wonders.”
“The superior characteristics of Cosmic Crisp have the power to win over new consumers, who are still looking for their ideal apple. This is why the brand’s imagery focuses on lifestyle and modernity, while being open to all. With this in mind, Cosmic Crisp's potential is like the sky: infinite,” adds Fabio Zanesco, Contract Variety Manager at VIP.
For more information:
Cosmic Crisp
www.cosmiccrisp.eu