Pink Lady marketing campaigns have certainly been distinctive ñ and successful if the figures are anything to go by, much like the apples themselves. Grown to exacting standards, it is only the premium end of the Cripps Pink Cultivar that reaches the required ratios of colour, sugar, pressure and acid that are marketed as Pink Lady.

But while marketing efforts have driven the apple to the forefront of consumer consciousness, Pink Lady, says Corego's Gordon Winterbottom, will always remain a niche variety.

Aimed at the premium end of the market, penetration currently stands at six per cent in the UK, and while plans are afoot to further increase consumption, there is a recognised limit as to how far the apple's popularity will spread.

“If we can claim 10 per cent of the UK market, we'll be happy,” says Winterbottom. “All of our marketing is dictated by that, and while volumes are growing, our marketing drive is still to introduce new people to the product.

Creating an awareness in the target audience of young women, aged between 22-24 has thus far been successful, thanks to constant exposure at high-profile events. Earlier this year Pink Lady entered into the festival spirit at Glastonbury and later appeared at London's Pride in the Park. In the past, cross-category link-ups have proved valuable tools, particularly with the producer of Barbie dolls, Mattel.

“Going to Glastonbury was a good move,” Winterbottom admits. “There were 150,000 people there and we had no negative comments, but we were surprised by how many people already knew about Pink Lady. In years to come we'll have to start giving consumers other reasons to buy.

Currently two-thirds of consumers who try Pink Lady try them again while the remaining third will perhaps decide that the apples aren't for them. And while UK consumption is promising, EU markets are also shaping up and are being developed with the same awareness technique and marketing ploys. The key, though, is to keep Pink Lady as a premium variety.

“It works as a premium product,” Winterbottom continues, “and it's for that reason that we'll never get more than 10 per cent of market volume. Consumers will pay a good price for a premium product and producers have to get a premium for it.

“Cripps apples, that is, Pink Lady can be difficult to grow. Yields are generally lower and the fruit harvests or matures later so there can be weather related problems during harvest. Take the southern hemisphere crop. Last year, Chile, and Australia had weather problems that affected maturity and colour that means that we're likely to go short between September and November.” says Winterbottom, “but it has to be an excellent product at an excellent price ñ standards cannot be compromised. To grow it well and get good returns is the only way it can work.”

If the apples themselves remain niche, there is plenty of opportunity to branch out, especially since this year the trademark for Pink Lady has been cleared for non-alcoholic beverages. This, combined with the existing license for other food products has cleared the way to launch other products, for which, undoubtedly Winterbottom's ethos for apples will still apply. “It has to be an excellent product at an excellent price,” he says. “There can be no other way.”