Marketing concept is backed by new international platform, with sales forecast to increase by 75 per cent this season
Apple brand Sambóa has refreshed its identity and aims to deliver a new message to consumers, one that encourages them to introduce an element of pleasant surprise into their lives by enjoying the sweetness of its products.
The group unveiled its ‘More Oooh! in life’ campaign and a new international brand platform at Fruit Attraction in Madrid, where it previewed the refreshed visual identity, packaging, point-of-sale materials, and marketing plan to target trade buyers and shoppers.
Sambóa’s European production continues to grow. For the 2026/27 season, it estimates it will sell approximately 12,200 tonnes, compared with around 7,000 tonnes last season.
That growth means it can develop “more structured” commercial programmes, achieve wider distribution, and establish a more consistent presence across markets.
“Sambóa is entering a new phase of growth. Volumes are increasing, our commercial presence is expanding, and new markets are opening up,” said Giulia Montanaro, general manager of Sambóa Network.
“That is why we needed a platform capable of supporting the product not only on the shelf, but also in its relationship with consumers.”
The ‘More Oooh! in life’ concept was created with that objective, she added, “to build recognition around an apple with very distinctive characteristics and give retailers concrete tools to present it and maximise its potential.”
