The marketing campaign for Kissabel®, the innovative range of apples with coloured flesh – from pink to intense red – is getting into full swing. In fact, the Italian, German, British and Swiss partners of the IFORED programme have completed their harvests and are ready to involve apple enthusiasts in their activities, which will now centre around the delicious and hotly-awaited variety, with its distinctive red pulp and skin.
The United Kingdom has had an excellent harvest quality and strong sales. British partner Worldwide Fruit is set to close the 2024 campaign on a high note. Though its activities won’t conclude until early December, it can already celebrate its fantastic results driven by the exceptional quality of the harvest and the strategic visibility initiatives that supported sales, such as the collaboration with a highly followed Food&Lifestyle influencer and the advert on the popular YouTube Podcast “Liam and Millie”. “We are really happy with the success of the Kissabel® campaign. We have received excellent feedback, and this has been reflected in our strong sales. In fact, this year we expect to conclude the sales early, in January” – commented Hannah McIlfatrick, Commercial Director of Worldwide Fruit.
The aim of the campaign is to make consumers aware of the availability of Kissabel® at key times of the year using a broad range of channels and meeting the target consumers’ desire to try new, innovative and healthy products, establishing Kissabel® as a bold and exciting fruit. “Kissabel® apples bring something unique to the apple market segment and are therefore helping to grow the category and attract new types of consumer. This is really exciting!” – concluded McIlfatrick.
