TopFruit reports that the premium variety has made a compelling debut at Checkers stores across South Africa
South African consumers are often described as the testing ground for the introduction of new varieties to world markets.
This is why the past few months have been so significant for the first local harvest of Cosmic Crisp-branded apples.
The first crop of Cosmic Crisp arrived exclusively on the shelves of local retailer, Checkers.
TopFruit, the company managing the variety in South Africa, said it is already clear that the premium apple is a “huge hit” with customers.
Consumer tastings of the variety were nationwide, to introduce shoppers to the apple and encourage them to taste the fruit.
“The tastings delivered strong results, with consumers responding positively to the apple’s taste, texture and local origin, underscoring its potential to become a firm favourite,” said TopFruit.
“The apple’s starburst markings drew comments at several stores, adding to consumer curiosity around the new variety.”
Taste was the main purchase driver at every store, followed by suitability for children, crunchy texture, local origin and freshness, it said.
Customers described Cosmic Crisp as ”sweet-tart, juicy, firm and refreshing”.
TopFruit manages Cosmic Crisp apples in South Africa, and licenses Delecta, Dutoit Agri, Fruitways and Tru-Cape to grow the variety and market the fruit locally and globally.
Corné Grundlingh, pome fruit business unit manager at TopFruit, explained that South Africans mostly prefer sweeter apples.
“We know from our local research that key drivers for South Africans in purchasing apples are first freshness, followed by consistent taste and then followed by the sweet and crunchy eating experience,” said Grundlingh.
“Younger consumers also find packaging very important in making their decision to buy apples.
”Cosmic Crisp definitely ticks all these boxes,” she noted. ”We think this apple is perfect for our market.”
Families were a key part of the response, TopFruit outlined. In most stores, shoppers were mainly accompanied by children.
In line with this, the 4-punnet packaging was well received, it confirmed, but most shoppers preferred the convenience of the larger family-sized 1.5kg pouch bag.
Preferred uses mentioned by shoppers included fresh eating, school snacks, lunchboxes and snacks for study or work.
Pieter van Zyl, divisional head buyer for Freshmark, Checkers’ fruit and vegetable procurement and distribution arm, said the enthusiasm with which customers embraced the variety reflects how innovation in fresh produce continues to resonate with shoppers.
“By introducing distinctive varieties that combine premium quality with everyday relevance, we’re able to excite customers while strengthening our fresh offering,” he added.
”Building on this momentum, we remain committed to bringing more standout products to our shelves that inspire healthier choices and deliver real value.”
