EFC, the exclusive global rights holder for Kanzi apples, has forecast a stable European crop and unveiled a new brand campaign
EFC, the variety manager and exclusive global rights holder for the apple brand Kanzi, has said that it is looking ahead to the 2026/27 season “with confidence” as the European harvest nears completion.
It confirmed that a “broadly stable” European Kanzi crop is expected, following a growing season that required ”considerable care and adaptability”.
Early-season hail affected some production areas, while high summer temperatures created challenges in several European countries.
In certain regions, these conditions have also resulted in a slightly higher proportion of smaller-calibre apples, EFC noted.
”Throughout the season, growers have kept fruit quality at the heart of their efforts,” it said.
”The new crop is also expected to deliver the taste and appearance for which Kanzi is known.
“European grower cooperatives can build on the strength of the concept and Kanzi’s enduring appeal.”
The variety manager said that Kanzi’s refreshed visual identity, introduced last year, will remain as the foundation of the upcoming campaign, with a focus on 2building brand awareness among consumers.
“Our ambition is to connect the refreshing taste of Kanzi with recognisable moments in everyday life when people could use a little extra energy,” explained EFC.
“By connecting consumer communication with the in-store experience, the ‘Kanzi club’ aims to further strengthen brand preference while creating value for the partners who bring Kanzi to market.”
From October 2026, this strategy will be brought to life through a new Kanzi brand film and a series of shorter, targeted content formats, rolled out across most European markets through digital media, social platforms and influencers.
In addition, Kanzi has developed a series of ‘power recipes’ inspired by current food trends.
EFC pointed out that the recipes show how Kanzi fits into simple yet tasty dishes and flavour combinations.
”In the first quarter of 2027, an engaging consumer activation is also planned, inviting consumers to show their appreciation for the people who give them energy,” it said.
”This adds a personal dimension to the campaign and helps further strengthen the connection between Kanzi and its consumers.”
National marketing teams will reinforce the campaign with activities including tastings, sponsorships, TV advertising and tailored retail activations.
In addition, EFC sad that it is aiming to deepen its understanding of apple consumers and Kanzi enthusiasts through an online survey across several European markets.
”The shared objective is to better understand what matters to consumers, tailor marketing activities accordingly and provide retailers with a consistent, recognisable brand presence that supports trial and repeat purchase throughout the season,” it added.
