Production of Applause and Epic Crisp set to ramp up in next five years
California-based breeder and licensor Sun World International has launched two new table grape varieties, Sugrafiftyfour marketed under Applause and Sugrafiftysix under Epic Crisp.
The sugrafiftyfour variety is a mid-season green seedless variety with a tropical fruity flavour and sugrafiftysix, also a mid-season green seedless variety, is marked by a crunchy bite and sweet juice.
The Applause brand is set to include a range of limited release, high flavour red, green and black seedless grape varieties. According to Sun World, each release will feature an unexpected twist not found in the everyday grape experience.
These official launches are part of Sun World’s branding strategy, which includes marketing brands that bring together multiple varietals with similar attributes. Similar to other produce categories such as apples, citrus and berries, this approach was implemented to find a more sustainable and simplified approach to grape branding while fostering consumer recognition and preference, ensuring better returns to growers and reducing packaging input costs in the long run.
“In the current marketplace, consumers aren’t loyal to a specific brand of grapes; only green, red and black. That’s why we believe in driving awareness of grape brand attributes at the shelf,” said Dané Joubert, Sun World International senior marketing manager.
“Flavoured varieties are a niche space in the marketplace. Having multiple unique varietals under one brand, with unique attribute call outs, allows the consumer to recognise the brand versus having different brands for each unique variety. It also simplifies the packaging complexities for growers packing various varieties under one brand.”
Supplies of Applause and Epic Crisp will be limited as production ramps up in the next five years globally.
Sun World International is committed to bringing more innovative, sustainable and nutritious varieties to growers’ farms and consumers’ tables. As new varieties are developed, growers have access to new and improved offerings that are more sustainable, easier to grow, yield better, require less input cost and are disease resistant.
Applause and Epic Crisp will be stocked in major grocery stores across the US.
