Pink Lady is targeting the number three apple spot as the brand continues its rise into mainstream consumer consciousness.
The premium apple is pushing hard to overtake Granny Smith for third position in value terms and it is targeting the achievement by the end of 2012.
Andy Macdonald, MD of Pink Lady brand manager Coregeo, revealed that it is targeting the spot behind Royal Gala and Braeburn, as well as increasing volume sales of Pink Lady while maintaining its price premium, at a Chartered Institute of Marketing event in London last week.
Coregeo’s primary marketing objective is to increase household penetration by five per cent from 26.5 per cent to 28 per cent of UK households over the next two to three years.
Macdonald said: “We are targeting Pink Lady at mothers and children. We hope if we target mums it will have an impact on future generations. The golden oldie generation are a bigger part of the market and are perhaps more affluent but they do not pass on the passion for the product.”
Pink Lady’s market value is up £6.8 million or 12.2 per cent to £63.1m, and 8.5 per cent in volume for the 52 weeks ending 11 February, according to Kantar Worldpanel data.
No comments yet