Montague has announced the introduction of the Kissabel apple to the Australian market, a variety that originated in France and has been under development for the last twenty years. The initial harvest in Australia is expected to yield approximately 36,000kg, with Montague handling all packaging processes.
The Kissabel apple, characterized by its unique red interior and a flavor profile described as tangy and fresh, has reportedly garnered strong consumer interest. Initially, the apple will be distributed in limited quantities through select restaurants, specialty bakeries, and a few retail stores to gauge market response.
Angela Bracken, Montague's Senior Marketing Manager, outlined the marketing strategy for Kissabel, emphasizing the importance of targeting and aligning communication to create impactful campaigns. The strategy includes the IFORed iconic campaign, which will be tested in various markets to assess consumer reaction before broader implementation. The Kissabel apple will also be introduced in other southern hemisphere countries shortly.
Source: retailworldmagazine.com.au