Honeybear’s Pazazz apple leverages extended shelf life and fibermaxxing for fall launch
Add Fresh Fruit Portal to GoogleMinnesota-based Honeybear Brands is looking to give retailers a little more crunch this season as their fall Pazazz apple harvest gets underway.
The variety is cultivated and packed across the grower’s network in Washington, the Midwest, New York, and Canada for year-round supply. This year, however, weather differences across those regions are expected to influence sizing, according to Brand Manager Kristi Harris.
“It’s likely that the eastern crop that saw considerable moisture will size larger than the Midwest that experienced drought conditions. With that said, we should have a really good mix of sizes available for both bulk and bagged items across regions,” she told FreshFruitPortal.com.
Pazazz excels at shelf life, Harris noted, a key feature for retailers looking to extend promotions beyond the harvest window.
“Pazazz is unique and tends to get sweeter as it sits in storage. Its capabilities are really incredible, and we get a crunchy, bold-flavored apple into summer months!” she stressed.
Pazazz steps in amid domestic output declines
With this year’s domestic apple crop forecast to decrease by seven percent, and flagship premium varieties like Honeycrisp facing steep production declines, Honeybear is positioning Pazazz as a key alternative.
“Pazazz delivers the eating experience premium apple shoppers are seeking, with a distinctive sweet-tart balance, juicy texture, and signature explosive crunch,” Harris noted of the apple’s core features.
Harris said demand varies among Honeybear’s retail customers. Some retailers keep Pazazz on the shelf year-round, while others use it for apple-of-the-month programs or spring and summer promotions as other varieties lose flavor.
“Pazazz can help retailers maintain a compelling premium assortment while providing shoppers with another reason to trade into the category,” she stressed.
Seasonal snacking meets gut health
As public interest in gut health and the rising popularity of “fibermaxxing” continue to influence shopping decisions, Honeybear hopes to catch the eye of consumers looking beyond powders and supplements to simple, whole-food options.
With a medium Pazazz apple said to provide an estimated 4.4 grams of dietary fiber, the grower is developing consumer marketing around the “beauty from within” trend alongside the crop launch.
Its planned campaign will use social media content from health experts and creative partners, while also providing geo-targeted social media support for retailers carrying the variety.
“We know social media users are highly engaged with content that focuses on health and beauty, and we want to lean on that with helpful yet playful content and inspiration from credible registered dietitians,” Harris said.
But the marketing extends beyond snacking. Honeybear also plans a February campaign with the American Institute for Cancer Research to promote prevention by encouraging consumers to complete an online screening through a QR code on point-of-sale materials.
*All photos courtesy of Honeybear Brands.
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