A new Italian apple brand primarily for the wholesale trade has hit UK markets.
The Amélie brand was launched by the Val Venosta association of co-operatives, known as VI.P, to differentiate Class II fruit produced in the northern Italian valley from its well-known Val Venosta brand.
VI.P hopes that the introduction of the Amélie brand will distinguish more precisely between top-quality Val Venosta branded apples and “less perfect” fruit.
The Val Venosta brand, featuring its well-known ladybird, will remain the only brand for apples of optimal form and colour.
The brightly coloured Amélie brand will be used for all other apples.
The name was chosen because it invokes the popular French film, The Fabulous Destiny of Amélie Poulain, and it is also a name that is easy to pronounce in many different languages.
Michael Grasser, who heads up marketing for VI.P, told FPJ: “We have introduced Amélie to better differentiate Class II fruit from the top-quality product that we market under the Val Venosta brand. The apples will still be produced in the same area, but we have recognised that we have to distinguish between the two.
The Val Venosta brand highlights the origin, while Amélie is a fantasy name that customers will not be able to associate with the area.
“The brand is colourful and we hope it will make quite an impact,” he added.
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