EFC’s licenced variety aims to boost visibility and engagement across global markets with bold new packaging design as European apple season gets into full swing
As a new European apple season gets into full swing, one of the market’s leading varieties, Kanzi, has unveiled a new brand identity.
At Fruit Attraction in Madrid, the brand revealed the refreshed look and launched a campaign called Power To Go!, which licenceholder EFC says will boost visibility and engagement across global markets.
Newly harvested Kanzi apples are now in stores across Europe. And thanks to favourable growing conditions, growers have reported excellent quality in terms of taste and appearance.
According to EFC, that quality bodes well for the year ahead, and reinforces the brand’s position as a preferred variety among consumers and retailers in a highly competitive market where consumption is stable.
“For over 20 years, Kanzi has been a standout in the apple aisle, recognised for its sweet-tangy, juicy flavour and supported by consistent brand positioning, impactful advertising and strategic retail partnerships,” said a spokesperson.
A bold new packaging design has been crafted to stand out on shelves and to convey the great taste of an apple that offers consumers “energy to power through their day”.
A spokesperson for EFC explained: “In a world that never stands still, an extra boost of energy is everything. That’s exactly what the new Kanzi campaign delivers: powerful presence, powerful design, powerful packaging and powerful activations.”
They added: “For energised consumers and that extra boost at the point of sale. Power To Go! means more visibility, more excitement and more impact in the fruit aisle.”
