The latest sales figures for Pink Lady apples show they have pushed Granny Smith out of the number three spot for sales by value in the UK apple market, following record sales figures in 2011 and a 'flying start' to 2012.
According to Pink Lady UK, sales have been bolstered by a number of consumer and trade promotions this year so far, such as the brand’s Valentine’s Day consumer competition which saw sales increase on the same period last year.
Similarly, wholesale buyers were offered £75 (€90) of Marks & Spencer vouchers for every second pallet of Pink Lady apples purchased during the month-long promotional period, plus the chance to win a weekend break in one of the European Pink Lady growing regions. This initiative, funded by Pink Lady Europe, saw trade sales increase by 67 per cent on the same period last year, and has generated a new portfolio of brand-loyal customers for Pink Lady.
The latest promotion sees Pink Lady as the only fresh product selected by Morrisons to be part of its Disney promotion, which has seen sales of the variety increase by 26 per cent in the first week of the promotion.
'We’re delighted to see sales of Pink Lady continue to grow, and to have overtaken Granny Smith in terms of value sales is a milestone for us,' said Andy Macdonald, managing director of Coregeo Ltd, the master licensor of Pink Lady in the UK. '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 we celebrate the 20th anniversary of Pink Lady being sold in the UK,' he 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.'
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