Cosmic Crisp shoots for the stars in Australia

You’re gearing up for your second commercial campaign for Cosmic Crisp. How is this year’s crop looking?

Matthew Palise: We’re thrilled to share that this year’s crop is shaping up to be exceptional.

The trees are progressing beautifully, and the quality of fruit being produced is among the best we’ve seen. We’ll have three times the volume we had last year but that still won’t be anywhere near enough based on last year’s sales. The 2025 season will officially commence in Woolworths supermarkets on 2 July.

Last year the Australian public got their first taste of Cosmic Crisp. What was the reaction? Can you give us an overview of how the campaign went?

MP: We completely sold out in just five weeks and repeat sales were off the charts, which was a testament to both the exceptional quality of the fruit and the strength of our marketing campaign. The campaign delivered outstanding reach and engagement, connecting with consumers across Australia and building incredible momentum around the brand. 

This season, we’re taking things to the next level – with an even bigger and bolder marketing strategy to match the quality of the product. 

You put a lot of effort into building awareness of Cosmic Crisp in the lead up to the sales season last year. How did you build anticipation for a new variety?

MP: The success of Cosmic Crisp has been years in the making. An enormous amount of effort has gone into building awareness and positioning this apple as a solution to one of the biggest challenges in the category – consistency. From the outset, our focus has been on solving a simple but critical consumer problem: finding an apple that delivers on taste and texture every single time and Cosmic Crisp is the answer. 

No matter when or where you buy it, it will always be crunchy, tangy, juicy, and sweet – a consistently exceptional eating experience.

Our marketing campaigns have been designed not to sell a story, but to spotlight the natural strengths of the product. When you get the quality right, the apple speaks for itself.

Our advice is simple: start with the consumer and the problem you’re solving. That’s what drives lasting success.

Once you hit the shelves, what kind of position were you hoping Cosmic Crisp could take in the market? And what were you able to achieve?

MP: We wanted to position Cosmic Crisp as Australia’s most consistent and delicious apple in-store, and we think we are achieving that. The feedback from consumers has been incredible and we are still getting enquiries on when they will be back on shelf. 

Are there any particular lessons you take away from last year to implement this year?

MP: While we are happy with the result from last season we will always look to refine our campaigns to engage more with the Australian consumer and help drive apple category sales. 

Most of the marketing that’s done in fresh produce is business to business. So, unless you’ve got a proprietary product not a lot of businesses are spending time talking to the consumer. 

I think that’s one of the biggest opportunities, not only for Cosmic Crisp but for our whole industry, because the likes of Coca Cola, Pepsi, Unilever and Nestlé, all talk direct to the consumer.

In fresh produce we can sometimes think that if we do a good job for the retailers, that’ll be enough, but we need to talk to consumers about apples.

I think that’s why we were successful last year because we gave the consumer a voice, we engaged with them, and then we gave them a great product.

What’s your marketing campaign this year going to look like? What are some of the key marketing tools you plan to use?

MP: We’re going to focus on the consumer again with everything we do. Social media and editorials are main drivers for us along with traditional in-store sampling. 

We just want to get it out there and get it into people’s mouths. We’re confident that once you try it, it creates an expectation on the rest of the category and repeat sales will come from that.

The branded apple space seems to be getting busier. Do you think the market and/or the Australian consumer has the capacity to take on new offerings?

MP: Yes, the apple category is crowded – but that presents an opportunity, not a challenge.

Not every new variety will stand the test of time. It’s not enough to simply have an exclusive variety and call it “premium”. For long-term success, a new apple must tick three critical boxes: it must be grower-friendly, financially sustainable, and – most importantly – it must enhance the consumer experience.

Let’s be honest: many new varieties aren’t delivering on those promises.

At the end of the day, we trust the consumer. They are the ultimate judge of what works and what doesn’t. And that’s exactly why we’re so confident in Cosmic Crisp. This apple consistently delivers an exceptional eating experience – crunchy, tangy, juicy, and sweet – every single time.

We encourage every consumer to try one. Cosmic Crisp isn’t just another apple – we think it’s a game changer that will redefine expectations in the category.

How do you make sure Cosmic Crisp stands out from the crowd and secures a premium? 

MP: Quality, quality, quality. We are only growing this product in three locations: the Yarra Valley, Victoria; Batlow, New South Wales; and Manjimup, Western Australia. A total of 13 growers and only three packhouses packing the product. It will be locally grown, locally supplied and more consistent than anything you have seen in the category to date. 

Cosmic Crisp grows well in a cool climate and we’ve tried to simulate the Washington growing conditions where it was bred and it makes all the difference. It’s proving to help the quality and consistency of the product. By comparison, I think some of the other major proprietary apples have 80-plus growers across multiple regions. 

What kind of trajectory do you hope to see for Cosmic Crisp over the coming years?  

MP: Like anything we do at Red Rich Fruits, we are looking to send it to the moon. Volumes will significantly increase over the coming years and we’ll get to full production in 2029 and with the support of Woolworths we are confident Cosmic Crisp sales will redefine apple quality in Australia.