Branded juice is the latest craze in the apple industry, several insiders have told FPJ.
A number of French producers and exporters of apples were offering samples of juice made from brands, such as Pink Lady and Tentation to visitors at Fruit Logistica last week with pleasing results.
The brand bosses claim the juice offers an extra special drinking experience.
The Pink Lady juice bottles carry the strapline “a whole lot more than just apple juice” and Edouard Balay, commercial director at french producer Delbard, believes Tentation can boast the same.
“It is 100 per cent juice, with no additives and it has the great, sweet and tangy taste that you only get from Tentation,” said Balay.
Delbard already sells Tentation apples in the UK via Marks and Spencer and Waitrose and the company is now in discussion with Tesco buyers, he claimed.
The apple is grown in several European countries, including the UK, as well as in New Zealand during the southern hemisphere season.
Balay said the New Zealand campaign has been very successful, with 400t - double the volumes sent in 2005 - expected to enter the UK this year.
However, he highlighted the importance of respecting the nature of the separate seasons.
“We need a gap; the apples need a gap, and we want consumers to understand that we are respecting the natural seasonality of the fruit. The northern hemisphere fruit is available from November to the end of April and the Southern Hemisphere fruit starts around the end of May,” he said.
Certain distinct factors may inhibit the growth of the brand.With only 5,000t of Tentation in production, it is not going to have the same kind of impact as other known names.
“The look of the apple is not our focus. It is not a sexy variety, we know, and there are better-looking apples around,” Balay added.
But Delbard believes its distinctive “crunchy, sweet, tangy” taste will deliver increasing success for the brand and Balay is aiming to have 10,000t of the distinctive yellow coloured apple in production before long.
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