Pink Lady Europe has said the season for the premium apple has got off to a strong start in 2011-12 in the UK and rest of Europe.
The basis of the success has been a good quality harvest in 2011, a TV campaign reaching 210 million impacts in 11 European countries, and a consumer game widely relayed in stores.
Volumes have climbed 17 per cent year on year for the first 10 weeks of the campaign.
“All the major European markets have actively contributed to this increase, showing once again that Pink Lady’s growth potential is still far from being realised,” the organisation said in a statement.
Markets outside Europe are a priority area of development for the fruit and there has been an 80 per cent increase in volume year on year with Russia, eastern Europe, south-east Asia and the Middle East all showing a promising level of interest in Pink Lady.
Next on the promotional agenda is annual Saint Valentine’s Day activity, a television advertising campaign in 11 countries and an internet consumer game: “The world’s biggest declaration of love,” relayed in stores on packaging, as well as the launch of the new brand specifically targeted at children, PinKids, in partnership with Disney.
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