Pink Lady apples has reported a huge increase in UK sales, noting that it is now holding 10.2 per cent of the country's market share for the fruit, despite a downturn in the overall value of the apple market.
According to the latest Kantar data, for the first time in its history the brand has seized second position in the apple market in terms of value, with a 17.8 per cent share.
The apple market has been in decline in recent years, with its value showing a 1.8 per cent decrease, while the value spend of Pink Lady apples has risen by more than 20 per cent – an increase 'unparalleled by any other apple variety', the group noted.
The soaring sales figures come after several years of heavy investment in the brand by the master licensor, Coregeo, with brand initiatives spanning marketing, advertising, sponsorship, digital, PR and experiential.
“We’re absolutely thrilled with the latest figures from Kantar,' said Michelle Toft, chief marketing officer at Coregeo. 'Reaching this position in the market would have been unthinkable five years ago, and we’re especially proud of this achievement given the state of the wider apple market.
“Our focus over the past couple of years has been the snacking market, which we identified as an area of huge potential growth. The excellent sales figures show that this integrated campaign has really struck a chord with consumers and converted into sales. We are hopeful that this growth will continue into 2017 and beyond.”