The marketing efforts for Kissabel, the range of apples with unique colored flesh that spans from pink to intense red, are advancing. Partners from Italy, Germany, the UK, and Switzerland involved in the IFORED project have finished their harvesting phases and are now focusing on engaging apple aficionados with this eagerly awaited variety, noted for its distinctive red flesh and skin.
In the United Kingdom, the campaign has seen excellent harvest quality and robust sales figures. Worldwide Fruit, a British partner, anticipates concluding the 2024 campaign successfully. Despite the campaign running until early December, the company has already celebrated its achievements, attributed to the harvest's exceptional quality and strategic promotional efforts, including a partnership with a well-known food lifestyle influencer and an advertisement on the popular YouTube Podcast "Liam and Millie". "We are really happy with the success of the Kissabel campaign. We have received excellent feedback, and this has been reflected in our strong sales. This year we expect to conclude the sales early, in January," said Hannah McIlfatrick, Commercial Director of Worldwide Fruit.
The campaign's objective is to alert consumers to Kissabel's availability during key periods using a wide array of channels, catering to the target market's interest in trying new, innovative, and healthy options, and positioning Kissabel as an exciting choice in the apple market. "Kissabel apples bring something unique to the apple market segment and are therefore helping to grow the category and attract new types of consumers. This is really exciting!" McIlfatrick added.
Source: Hortnews