The yellow skin of premium apple variety Opal should be seen as a virtue rather than a challenge as it stands out to consumers on the shelf, its marketer has said.
Univeg is ramping up promotion of Opal apples ahead of its first major commercial season, following a soft launch last year in Waitrose, Morrisons and Tesco. Apples will be available from the first week of November, after being picked in mid October.
Promotion will focus on fresh formats into retailers through in-store tastings and a roadshow that includes an appearance at the BBC Good Food Show at London’s Olympia.
The company is also exploring potential in the juicing sector as Opal apples produce a clean, sweet-tasting juice, and its yellow skin colour means there is a relatively low percentage of Class One fruit. In contrast to other yellow-skinned apples, Opal apples are crunchy and crisp, another unique aspect that Univeg is seeking to promote.
Head of marketing Hannah Surtees said: “This year is the first big launch – the season will begin in November and we expect around 600 tonnes of fruit grown primarily in Norfolk and Cambridgeshire, as well as in Kent, Essex and Hampshire.
“It has fantastic eating and storing quality, which makes it ideal for fruit salads for example, and it is resistant to apple scab.”
Opal, which is a cross between Golden Delicious and Topaz, is described as very easy to grow, yielding around 50 tonnes per hectare.
“Its yellow skin could be deemed a challenge, but we believe the challenge becomes a virtue, as by its nature it stands out from all the other varieties on the shelf. It’s a big job but it’s an exciting job,” said Surtees.
“It is a premium apple because it has a longer pack-out, but we want the price to be achievable. The tactic this year is to take it to juice processors that supply retailer own-brands, as well as promote it in fresh format.”
Owned by German company Fruit Select, Opal is already established in Germany and Austria, but its biggest market is in the US, Surtees said.
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