Strong start to the season for Pink Lady apples

Pink Lady apples have enjoyed “strong pace of sales” at the start of the season, according to the Pink Lady Europe Association.

At the end of week 52, sales of Pink Lady/PinKids were up 13 per cent when compared with N-1, the association confirmed.

The brand maintained a leading position in all markets, it stated, particularly in its three most important countries of Germany, the UK and France.

Germany alone accounted for almost 25 per cent of total Pink Lady volumes in Europe, with growth of 6 per cent on N-1.

The UK and France showed comparable growth, the association noted, with Italy seeing a 19 per cent increase in sales.

“The season launch is a key moment for Pink Lady, the latest apple on the market,” confirmed Thierry Mellenotte. ”We pulled out all the stops to support our sales from the very first day on the market, and maintain an increased pace throughout the first quarter.

”We’ve achieved our objective, as demonstrated by the sharp rise in sales throughout Europe over this period.”

The association said that it was planning new media campaigns and in-store operations around Valentine’s Day and two major activations, Adopt a Tree and Bee Pink, as well as other initiatives in multiple markets.

Pink Lady Europe is also ”pursuing its strategy of winning new customers and building loyalty” by establishing a long-term presence outside the fruit and vegetable aisle.

It has developed two new products processed in Germany that ”make the most of all the organoleptic qualities of this unique apple”.

German snack specialist XOX now offers Pink Lady apple potato chips, while HAK, one of Europe’s leading fruit and vegetable processors, has created a Pink Lady-flavoured compote.

“These products, which rely on premium partners who share our values, not only offer a new taste experience and a new way of discovering Pink Lady apples, but also embody Pink Lady’s approach to sustainable development: using the entire harvest and adding value to all the apples for a fair return to producers,” Mellenotte added.