Apple and Pear Australia (APAL) – which owns and manages the Pink Lady trademark – has unveiled a new look for the Pink Lady sub-brand PinKids.
The PinKids brand was launched nearly a decade ago in the UK and Europe as a way to add value to fruit that did not meet size standards by marketing it to children.
Craig Chester, APAL’s head of commercial and brand development, said PinKids was a great example of a branding opportunity that benefited both customers and growers.
“It creates opportunities for growers to receive better returns for more of their crop. Taking an industry reality (variable fruit size), and applying clever branding to match a consumer need (smaller sizes for kids),” Chester said.
“All Pink Lady licensed growers and packers within our many growing regions, from time to time, have the opportunity to use the PinKids brand where they have small-sized fruit which meets the Pink Lady quality specifications. The Pink Lady sub-brand helps maintain a higher price for growers.”
The marketing message behind the refreshed brand will highlight the 'perfect' serving size of PinKids for children. Meanwhile, while new brand mascots will be shown running, playing, learning and living active, healthy lives and will tie in with annual back-to-school and children’s health awareness days.
“Consumers we spoke to in Australia in 2018, specifically families, said they like a smaller-sized piece of fruit. The fun, appealing PinKids packaging, and small size fruit for small-sized hands is well received by consumers,” said Chester.
“New 100 per cent recyclable packaging options are also the result of consumer insights and ‘greener’ purchasing choices by parents.”
Chester said the refreshed brand would elevate another outlet for Pink Lady exporters.
“The brand is there for the exclusive use of Pink Lady export licensees, including those in Australia licensed within the Pink Lady network,” said Chester.
“Most of the large retailers across the UK and Europe will sell the PinKids branded fruit from time to time – programs will be based on seasonal sizes and grading. There is also interest in PinKids in the US, South-East Asia, The Gulf and European countries.”