Changes are coming thick and fast in the apple category and VOG – Home of apples is playing a leading role in shaping them.
VOG recently brought its expertise, its products and brands, and its vision of the future of apples to Macfrut, held from 8 to 10 May.
Hannes Tauber, marketing manager of VOG – Home of apples, explained, “With the market consolidation of Cosmic Crisp®, Giga®, RedPop®, Joya®, Crimson Snow® and SweeTango™ we’ve entered a third phase of innovation in the category, after those marked by Pink Lady®, Gala and Fuji and subsequently by Kanzi®, envy™ and yello®.”
VOG Apples Continue To Succeed
The success of the Consortium’s strategy is confirmed by the early April sales figures. Despite fierce competition in southern Europe, sales are on target, and VOG has strengthened its market position.
Data from outside Europe is also encouraging, with high demand and impressive sales in the last few weeks, despite the crisis in the Red Sea and the limits on the use of the Suez Canal route.
While sales of most apples will wind up by the end of June, RedPop®, Giga®, Cosmic Crisp®, Crimson Snow®, Joya®, and Golden Delicious will be available until late summer, and the next two months will be crucial for destocking.
Varieties And Brands
Gala has been one of the most successful traditional varieties, thanks to its excellent quality, with the season extended until the end of April.
Demand is very good for Granny Smith and Fuji, the latter primarily in Italy.
Kanzi®, now an established brand with young, dynamic consumers, has also performed well.
envy™ has also met its targets, with the campaign scheduled to finish by the end of May. Spain and Italy were the countries with the strongest growth for this apple which delights all consumers’ five senses.
During the last few months, the focus has been on Cosmic Crisp®. Ever since the campaign’s launch in February, the markets have given the apple an enthusiastic reception.
Elsewhere, demand for Giga® is enjoying constant growth, with a sales peak forecast for the spring and summer months thanks to its excellent storage life.
Results for RedPop® have also been excellent. The rebel with a sweet heart, a real apple-shaped snack, has now shifted its focus to Europe, where it is winning over new consumers.
Crimson Snow® is expanding in eastern and southern Europe, where it has built up an excellent brand reputation.
Sales of Joya®, which completes the summer offering, also began in April.
Culinary Experience
This year, Marlene® invited consumers to participate in a culinary experience with a major competition, ending in mid-April.
Almost 80,000 participants from 19 countries explored the Aroma Wheel and the flavour pairings recommended by Marlene® to compete for the gourmet packages offered on an instant-win basis.
The creators of the five victorious recipes were invited to an experience in South Tyrol - Südtirol, including a gala dinner with chef Norbert Niederkofler.
Organic Apples
Since mid-March, sales of VOG’s organic apples have also grown strongly, thanks to an increase in consumption and a favourable European situation.
Gala has recorded the best performances in this segment, with sales exceeding expectations.
This article was written in partnership with VOG – Home of apples.
