US company FirstFruits Marketing has revealed that a new apple variety called Sweetie will be sold through retail channels in the country for the first time this month.
With the northern hemisphere apple season well underway, the Washington-based group confirmed the Gala-Braeburn cross - known to its New Zealand-based originators Prevar and Plant & Food Research as Prem1A cv - had now been granted its own price look-up code and said that initial response to the variety during recent trials had been good.
Described as similar to Opal, another branded apple marketed by FirstFruits, Sweetie grown by the group was released to a limited number of customers last season so that the response among consumers could be measured.
The company's marketing manager Andy Tudor revealed that the best reaction came from consumers who normally tended to prefer Gala or Fuji; in other words, those usually plumped for a sweeter apple.
"We are always looking for new varieties that will resonate with consumers to bring to our customers," he explained.
"After our huge success with Opal we knew we would have to follow with something great, and I think we have found it in Sweetie."
First released by Prevar back in August 2005, Sweetie is set to be featured in the new product showcase at this year's PMA Fresh Summit in Anaheim next month.
