Pink Lady has launched a new branded pack exclusively into Tesco stores.
The packaging is designed to encourage consumers to keep their Pink Lady apples in the fridge so that they stay fresh and crisp for longer.
They are now available in 1,500 Tesco stores around the country.
The unique design also aims to inspire shoppers to engage with the brand in new ways – showcasing seasonal recipe ideas, competitions and brand activity.
The launch of the fridge-tray was celebrated with a giveaway which was promoted on-pack between 6 and 22 January.
Promotional packs directed consumers to a dedicated microsite on the Pink Lady where entrants took part to win a top-prize of a week-long trip to the south of France.
A further ten runners-up prizes of hampers containing wine, cheeses and apples were also offered.
The prize package was chosen to highlight Pink Lady apples’ provenance, as they are grown in the South of France, as well as various other renowned wine-growing regions around the world.
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