Kissabel opens Northern Hemisphere season with new programme manager

Coloured-flesh apple brand Kissabel has kicked off its Northern Hemisphere season, hitting fresh produce aisles across the United States and Europe.

The innovative range of coloured-flesh apples – from pink to deep red – has returned to the market with promising prospects and a series of activities designed to support retailers and engage consumers. The commercial window opened in early September in the first markets of the Northern Hemisphere, continuing with different and specific timings depending on each country, with the aim, in some cases, of running until January.

The new season has opened with a major change in the leadership of the project: Jeremy Linsell has been appointed as programme manager for Kissabel, taking the baton, in a spirit of continuity, from Emmanuel de Lapparent, who led the brand’s development since its earliest days. 

Linsell brings more than 27 years of experience at the highest levels of the fresh fruit industry, including over 20 years as a grower and more than eight years dedicated to technical and strategic consultancy for the development and management of new varieties.

He has held key roles at leading organisations and global varietal innovation programmes. Since 2017, he has also been a member of the technical committee of the IFORED Programme, where he has been personally involved in evaluating varietal selections, international-scale testing and commercial development, culminating in the introduction of the first red-fleshed apple to the British market.

“I am delighted to take the helm of Kissabel and to guide the brand through its next phase of development,” said Linsell.

“I firmly believe in the unique value of this apple, capable of surprising consumers and bringing genuine innovation to the fresh produce aisle. The project is built on the strength and expertise of leading international partners. By working together, I am confident we will fully unlock the extraordinary potential and disruptive spirit of Kissabel.”

Meanwhile, de Lapparent continues involvement, taking on the role of IFORED president alongside becoming director general of Dalival.

Mapping the season

In the UK, partner Worldwide Fruit will launch the season in late September, with a sales window running through to December. All three varieties in the range – Rouge, Jaune and Orange – will be available on the market, backed by promotional activities in support of the brand, both in-store and across digital channels.

”The response to last season’s campaign was extremely positive, and for this new season we want to build on and relaunch that success,” said Hannah McIlfatrick, commercial director at Worldwide Fruit.

“We remain firmly committed to the Kissabel project and continue to invest in its development, which we believe can bring value to the whole category. Our aim is to gradually extend the commercial window, supporting this growth with a planting programme for the Rouge and Jaune varieties running through to 2030.”

United States: Kissabel set to delight consumers

In the US, North American partner Next Big Thing (NBT) plans to launch the season between mid- and late September, reaching peak sales in October and wrapping up the campaign in November. The Rouge and Jaune varieties will be available.

“This year, we will be working closely with our retail partners on new communication materials designed to link Kissabel to the seasonal themes of autumn and Halloween,” said Brianna Shales, marketing director at Stemilt Growers and Next Big Thing (NBT) spokesperson for the Kissabel project.

”Through engaging campaign taglines such as ‘Dare to Try’ and ‘Autumn Outside, Unexpected Inside’, we will invite shoppers to discover the surprise inside the fruit. In addition, the wide range of pack formats will help retailers create high-impact displays and encourage consumers to try the product.”

France: domestic market and strategic exports

In France, the campaign started in early September and will continue until November. Partners Mylord-Gerfruit, Mesfruits and Blue Whale will be marketing the range, with a primary focus on the Jaune variety, supported by select volumes of the Rouge variety.

“Kissabel has very interesting potential because it combines strong visual distinctiveness with an equally distinctive taste experience,” commented Marion Dufossé, international brands development manager at Blue Whale.

”We are therefore continuing to develop the brand’s presence, not only in the French market but also in Asia and the Middle East, through targeted activities with our partners and customers.”

Germany: focus on the surprise effect of the flesh

In Germany, the Kissabel season – focused exclusively on the Rouge variety – will, as is now traditional, launch at Halloween and run through to Christmas. This year, partner Red Apple Germany (Elbe-Obst, Obst vom Bodensee) has developed a communication plan designed to highlight the product’s most distinctive feature: its red flesh.

Among the initiatives planned, two key campaigns stand out: the Kissabel Surprise social media challenge, which will invite users to share videos of their reaction to their first bite, and the Red Creations by Kissabel platform, designed to guide consumers – including in-store – towards creative recipes and festive baking ideas featuring Kissabel.

”Kissabel offers extraordinary engagement power precisely thanks to the ‘surprise factor’ of its red flesh,” said Jens Anderson, marketing manager for Kissabel at Red Apple Germany.

“By combining digital activities with initiatives in supermarkets, our aim is to showcase the spectacular nature of this fruit, supporting our retail partners and surprising consumers.”

Italy: Kissabel Rouge takes centre stage in November and December

In Italy, the campaign run by the NovaMela Consortium (Melinda, VIP, Rivoira, La Trentina and VOG) will get into full swing during November and December, focusing entirely on the Rouge variety. The main objective will be to ensure a strong, consistent brand presence in both wholesale markets and with retailers, further supported by promotional and communication initiatives developed by the individual member businesses.

“We are looking very confidently ahead to the new Kissabel season. Harvest forecasts point to positive quality and quantity standards, which lead us to expect a good pack-out rate,” said Andrea Fedrizzi, marketing director at Melinda and NovaMela spokesperson.

“Kissabel continues to offer consumers a unique experience, thanks to the visual impact of its red flesh, its distinctive taste and its premium positioning. We firmly believe in the brand’s long-term prospects and are ready to bring even greater awareness to this extraordinary apple, working together with all the partners.”

Switzerland: a dynamic campaign for Halloween

In Switzerland, partner Fenaco will launch the Rouge variety season by capitalising on the Halloween period. The campaign will be defined by a high sales tempo, driven by a substantial programme of promotional activities, with the aim of maximising volumes and completing distribution by the end of the year.