VOG’s star lineup is winning the game at Macfrut 2026

At Macfrut, held from 21 to 23 April in Rimini, Italy, VOG is back in action with a team ready to tackle the second half of the season: a spring-summer lineup designed to precisely meet the needs of consumers and customers. 

The trade show was also an opportunity for VOG to reaffirm its commitment to ensuring supply continuity, consistent quality, and operational flexibility, even in today’s complex and evolving environment. This goal is achievable thanks to a well-organized team, in which every variety, brand, and packaging type has a defined role, and to ongoing collaboration with our business partners.

“The current geopolitical climate undoubtedly presents a challenge for our sector,” said Klaus Hölzl, Sales Manager. “Despite this, we continue to work closely with our customers, maintaining the strong relationships we have built up over time.”

This vision is underpinned by the consortium’s new strategic concept, which guides its communication with consumers and customers at Macfrut 2026. Based on a football metaphor, this approach makes it easier to present the product range and position the brands, simplifying decisions regarding product selection, timing, and category management.

VOG's complete and balanced squad at Macfrut 2026

A dynamic and well-structured team took center stage at Macfrut, designed to cover all consumer segments.

Looking at the lineup, the Lene brand varieties are in goal, designed for price- and promotion-conscious consumers who buy apples mainly based on the availability of special offers.

Marlene, a long-standing brand that has always been part of VOG’s tactical lineup, is positioned in defense. It is a benchmark for traditional varieties such as Gala, Granny Smith, and Golden Delicious, as well as for consumers who value tradition. With its wide range of flavors, it provides a solid foundation for the campaign, further supported by the new “I’m the fruit of your creativity” campaign, which features in-store, digital, and media initiatives.

In midfield, VOG combines initiatives linked to sustainability and local heritage with highly recognizable brands. In defense, products such as Gala Bio, Natyra, and Inored Story hit Macfrut 2026 with the support of consumers who prioritize a sustainable lifestyle, seasonal produce, and environmentally friendly products. 

Meanwhile, in attacking midfield, we have distinctive brands with strong positioning, designed for consumers who pay close attention to quality, origin, and product appearance, such as Pink Lady and Kanzi. The latter has been the focus of a targeted activation plan, with initiatives in university and sporting contexts, bringing “Power to Go” to the most dynamic moments of consumption.

The most innovative varieties come to Macfrut as the team's attack lineup, perfect for tapping into new tastes and consumption opportunities.

These include Cosmic Crisp, the game-changer apple with its distinctive taste and appearance, which has revitalized the category.

It is joined by Giga, which stands out for its size, firmness, and naturally generous flavor, remaining delicious even in the latter part of the season: crispy, intense, and balanced, designed to accompany social moments of sharing. This year, Giga is once again joining forces with the legendary superhero Superman, with whom it shares its most important values, such as strength, generosity, and the ability to forge bonds.

The trio is completed by RedPop, the little rebel with a sweet heart. Practical, juicy, and incredibly sweet, it is ideal as a snack and perfect to carry with you for a healthy break. This year, RedPop is also joining the world of superheroes with the film Supergirl, set for release at the end of June. Just like the heroine, this apple combines character and sweetness, embodying authentic, contemporary strength.

“At Macfrut, we are unveiling our strategy for spring and summer, based on consumer feedback,” explained Hannes Tauber, VOG Marketing Manager. “The aim is to offer a range that meets the needs of each target group, creating value throughout the supply chain and simplifying purchasing decisions.”

Just like in a winning team, every role is essential: from a solid defense to a creative attack, with a midfield that dictates the game. This strategy at Macfrut enables VOG to play a leading role throughout the season, pursuing a clear objective: to win the game at the point of sale alongside its partners, earning consumers’ trust every single day.

*All images courtesy of VOG.

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