Trademarked apple variety Rubens is aiming for the back-to-school market with a campaign to get children eating UK-grown supplies of the premium apple for breakfast.
A campaign spokesman said: “A good balanced breakfast can provide 25 per cent of a child’s daily essential nutrition; apples, such as the award-winning, British-grown Rubens, can help add to the necessary carbohydrate and mineral intake along with the important antioxidants to ensure kids don’t run out of mental or physical energy during the school day.”
The message has gone out to all consumer-facing women’s, lifestyle, food and nutrition magazines to raise awareness at the start of the season.
Tasty Rubens was unveiled at Fruit Focus last month and the life-size mascot will be at in-store tastings once the crop comes on stream from October onwards to draw attention to the domestic Rubens crop.
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