For the first time ever, the Pink Lady has pushed Granny Smith from her podium to take the number-three spot for apple sales by value in the UK market.
Pink Lady enjoyed a record-breaking 2011 and has had a flying start to 2012, selling 1.5 million Valentine's Day competition packs.
The promotion gave away one Pink Lady Fiat 500, worth over £11,000 and 200 runner up prizes. Wholesalers were encouraged to sell Pink Lady’s during the month-long campaign by the offer of a £75 Marks & Spencer voucher for every second pallet of Pink Lady apples they bought. It caused a 67 per cent trade sales increase on 2011.
Pink Lady is also the only fresh product chosen by Morrisons to be part of its Disney promotion and, after one week, sales are already up 26 per cent.
The deal means shoppers can collect limited edition Disney cards when they shop in Morrisons stores and buy selected products - selected packs contain special cards which instantly win Disney soft toys or even VIP holidays to Disneyland Paris.
Andy Macdonald, managing director of Coregeo Ltd, the master licensor of Pink Lady in the UK, said taking over Granny Smith was a milestone for the brand.
“We have worked hard for our position, however we are continuing to invest in a solid consumer marketing campaign to continue to encourage trial and repeat purchases. The sales figures are very rewarding, but we won’t become complacent and will continue to find innovative, category-leading initiatives to promote the brand.
This year Pink Lady celebrates the 20th anniversary since it started being sold in the UK.
Macdonald added: “During that time it has often been said that Pink Lady will eventually become a commodity apple. Well it hasn’t. We have maintained our premium brand status so that becoming a ‘commodity apple’ is as far away as ever.”
Looking forward, Pink Lady has a busy year of marketing activity planned. A new website is launching later this month dedicated to the ever-growing membership of the Pink Lady Club, which currently has 32,000 members.
There will also be an innovative print and online advertising campaign, experiential activity in the summer, a PR programme, social media activity and the forthcoming inaugural awards presentation and exhibition for the Pink Lady Food Photographer of the Year.
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