Taste research to set new standard for apples, says FruitMasters

The Netherlands’ largest fruit cooperative, FruitMasters, is seeking to set a new standard for apples in-store with the launch of a taste guide for the start of the topfruit season.

“In collaboration with research agency Essensor and Wageningen University & Research, FruitMasters conducted a large-scale study into the sensory properties of apples,” the company said. “This study, which includes more than 90,000 observations, sets a new standard in the category and contributes to an improved range of apples for consumers.”

Various classifications are currently used to segment the taste of apples, FruitMasters stated, leading to confusion among both consumers and retailers.

“The need arose from the market to standardise this segmentation based on thorough research,” it said. “That is why FruitMasters called in research agency Essensor and Wageningen University & Research to conduct extensive research into the characteristics of more than 40 apple varieties. After measuring objective characteristics such as the hardness and the sugar and acid content of the apples, further research was conducted into their taste.”

Segmenting by taste

Essensor used a panel of 13 trained gourmets with extensive experience in the sensory field, which drew up a list of attributes including terms such as floral scent, bite and honey, similar to the taste characteristics used for wine.

“This led to a detailed segmentation with 71 different taste facets, divided into seven categories, including mouthfeel, aromas and aftertaste,” FruitMasters revealed. “Following these taste tests, 241 consumers assessed the apples, which provided valuable insights into the reasons why a certain apple segment is or is not appreciated and by which type of consumer.”

According to FruitMasters, the result of this intensive research is a renewed segmentation and taste guide.

“The taste guide makes it possible to choose apples based on specific properties, ranging from fresh or sweet to crunchy or soft,” it explained. “This not only offers shoppers convenience, but also a solution if their favourite apple is temporarily unavailable or out of season.”

In addition, the company said, the taste guide enables buyers and category managers to optimise their range, ensuring there is always a suitable apple available for every budget and every need.

Comparing apples with apples

To draw attention to the new standard, FruitMasters is launching the campaign, “You have apples and then you have apples”.

“This message makes consumers aware that there are more apples than their standard choice, all with different properties,” the cooperative said. “The campaign is centred around the website appelsmaaktest.nl. This test helps consumers discover a wider range of apples.”

The company said the taste test would encourage consumers who often stick to their familiar choices to try new apple varieties that may better match their taste preferences or are a local alternative to an imported apple.

“The campaign is being rolled out widely with both online and offline activations, including in-store promotional materials and influencer collaborations,” FruitMasters said. “With this, FruitMasters hopes to make consumers more aware of the different flavour nuances on apple shelves and to support them in their purchasing decision.”