The Cosmic Crisp apple is finally set to make its debut on the European market following successful commercial trials last year.
Grown and distributed in Europe exclusively by the VOG and VIP consortia, in South Tyrol, Italy, volumes are expected to reach 1,200 tonnes this year.
Availability currently stretches from February to April, but is expected to extend until July in the future.
'Like a fine wine, this innovative apple reaches its peak quality over time,' the consortia stated in a press release, 'becoming even tastier and more aromatic, which is why it enters the market in the second half of the season.'
Cosmic Crisp enjoyed its initial success in the US, where it originated, but the apple has since touched down in Italy, Spain, Germany, Scandinavia and the UK.
“We were thrilled to launch the first major campaign for this heavenly apple, which offers a unique pleasure with every bite,” said Hannes Tauber, marketing manager at the VOG Consortium, referencing the campaign's 'Heavenly Pleasure' slogan.
Cosmic Crisp is a cross between the Enterprise and Honeycrisp varieties, notable for its attractive red-on-yellow colour, as well as its juiciness, crunch and balanced sweet-tart flavour. It is available both as conventional and organic.
“This is a revolutionary apple that our customers like because it appeals to consumers, who appreciate its extraordinary qualities,' said Klaus Hölzl, sales manager at VOG. 'Following the success achieved in the US, we are confident that Cosmic Crisp is already winning over discerning consumers not only in Italy, but also in Spain, Germany, Scandinavia and the UK.”
“We currently have 500ha of cultivated land in South Tyrol (Südtirol), which this year has enabled us to obtain a significant first harvest for the commercial launch,' added Fabio Zanesco, sales director at VIP. 'The sales campaign is scheduled to last until April. The goal, from now and over the next five years, is to reach a total of 40,000 tonnes. This is an impressive figure for a premium apple that has all the characteristics to revolutionise store shelves and that amazes consumers from the very first bite.”