T&G Global will launch a refreshed Jazz apple brand identity and design suite across all markets in 2017.
“Our consumer research identified an opportunity to reinvigorate the Jazz brand to reinforce its premium proposition,” Darren Drury, executive general manager pipfruit at T&G Global, told Asiafruit.
“We know we operate in a highly competitive category and that it’s vital to remain relevant while appealing to new consumers. Having discussed with our growers, sales agents and customers we felt the time was right for a refresh which will follow our seasonal calendar rolling out across all markets globally in 2017.”
Jazz has enjoyed solid growth in recent years and Drury said that trend will continue. He attributes the brand’s success to the consistency and uniqueness of the Jazz apple eating experience, coupled with cross hemisphere availability and its durable nature.
“The refresh of the Jazz brand is already attracting interest from customers and we’re committed to ensuring Jazz remains recognised as a trusted, premium apple of choice," Drury added.
"Our brand refresh gives us the opportunity to further reinforce what makes it so special from its naturally durable, firm skin and dense flesh to its incredible versatility. It’s equally delicious fresh as it is in salads and cooked in desserts. Jazz is a healthy choice on the go, packed with nutritional goodness.”
Drury said T&G was pleased with consistent growth and demand for Jazz across the company’s traditional markets, including the UK, Germany and the US, along with newer markets such as Thailand, China and Japan.