Italian marketer Vog says it sees excellent opportunities for snack apple brand in Europe and Asia
Italian apple brand RedPop has reported strong demand in Europe and Asia, as owner Vog targets a doubling of its production volume in the next three years.
Backed by a marketing campaign that highlights the product’s “rebellious spirit” with a bright, colourful brand identity, the small-sized apple is aimed squarely at consumers who want a convenient and healthy snack.
And according to Vog, its small but sweet nature continues to win over an increasing number of consumers in its international markets. Its sales campaign started in October in Thailand, Singapore, Taiwan and India, where stores were coloured with the label’s signature red at in-store tastings. Then in January, RedPop it made its European return in Italy, Spain, Scandinavia and the UK. The latter destination has been a particularly successful commercial arena for the brand, with some retail partnerships now in their third season.
All aboard
This year, to support its British in-store and digital presence, RedPop has returned to decorate the country’s reddest, most popular means of transport: London’s iconic double-decker buses
“Thanks to its characteristics and brand identity, RedPop is performing very well in its target markets,” comments Klaus Hölzl, sales manager at Vog. “The increase in demand is significantly higher than the increase in volume, and there has been excellent feedback from consumers and business partners.” The group’s marketing manager Hannes Tauber says RedPop is an “outstanding” example of how a commitment to developing and promoting distinctive brands with commercial partners can bring new value to the apple category.
“This apple opens up a new segment for the category by targeting a young audience, because it is a snack that you can carry in your pocket or backpack for a personal break, with just the right sweetness to restore balance and the drive to be rebellious again,” he says. Following its growth in the past 12 months, Vog’s plan is for a 100 per cent increase in volume by 2028 as it bids to reach even more consumers.
