Rebrand boosts Jazz apple's popularity

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Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Rebrand boosts Jazz apple's popularity

Branded apple is now understood to be the sixth most-popular variety in the UK, where it also leads in terms of growth

Rebrand boosts Jazz apple's popularity

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Apple brand Jazz is now the sixth most popular variety in the UK topfruit market, according to new figures quoted by marketer Worldwide Fruit, having overtaken Golden Delicious in terms of the number of individual fruits consumed.

According to the company, Jazz is also the joint fastest-growing apple variety in the UK, and its new branding and design have apparently reinvigorated the name by helping reinforce its premium proposition and core message, while also targeting new consumers.

The result has been an increase in the volume of Jazz apples consumed in the UK to 125m, roughly equivalent to two per capita per annum.

The trademark underlined its recent global rebranding with a series of promotional events in the UK, bringing Jazz to the attention of around 200,000 people and handing out more than 30,000 free apples, as well as recipe cards and apple slicers, at BodyPower Expo, BBC Good Food Show and the presentation of a Jazz Apple Foundation award to Kent-based football tournmaent Barming Blues.

The variety is sold in Aldi, Asda, Booths, Lidl, Morrisons, M&S, Ocado, Sainsbury’s, Tesco and Waitrose. For the UK, it is sourced from ten countries around the world under a licensed and certified production overseen by brand owner T&G Global.

Gary Harrison, commercial manager of Worldwide Fruit and UK commercial manager for JAZZ, commented: “Jazz has been a star performer for Worldwide Fruit and more importantly our amazing growers since it arrived so we’re delighted with the new look and refresh, which we believe will help us reach new consumers and take this special variety further up the UK apple charts.”

He added: “It was great to launch the new design and southern hemisphere season in style with some successful summer sampling but that is just the start as we have a busy six months on the horizon with more events, social media and promotional activity to come.”

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