NZ-grown Jazz apples arrive in U.S. with new branding

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NZ-grown Jazz apples arrive in U.S. with new branding

Fresh New Zealand Jazz apples are arriving now in the U.S., decked out with new branding intended to drive even stronger sales of the top-10 apple. 

The new brand is built around the slogan "The JAZZ Sensation", and comes complete with a new logo and 'full suite' of visual components.

The apples originated in New Zealand following a natural cross of Royal Gala and Braeburn. Sixteen years later, they are grown in 10 countries under a program managed by trademark owner T&G Global (originally Turners and Growers).

The company, one of New Zealand's largest horticulture exporters, introduced the new brand at Fruit Logistica in February.

T&G Global’s executive general manager for pipfruit Darren Drury said the branding refresh represented a 'major investment' that 'extends across all touch-points from packaging to promotions and sampling to digital platforms.'

“Our consumer research identified an opportunity to reinvigorate our JAZZ™ brand to reinforce its premium position,” he explained.

“We operate in a highly competitive category, so it’s vital to remain relevant while appealing to new consumers. Having discussed it with our growers, sales agents and customers we felt the time was right for a global refresh.”

The ENZA mark will appear alongside the new Jazz label. 

“The new JAZZ™ brand will engage consumers with an exciting new website and relevant social content aimed at creating a deeper relationship between JAZZ™ and its global fan base,” said Drury.

“Our research guided us to focus JAZZ™ marketing efforts on well-travelled and socially connected taste seekers; consumers who are always looking for the latest and the new, and who enjoy sharing their discoveries.

"A durable, versatile, great-tasting apple like JAZZ™ is a perfect fit for this spirit and lifestyle, and our refreshed approach will place more JAZZ™ into their sphere.”

The apples will soon be available in the U.S. and Canada from Oppy.

“JAZZ™ ranks third in the list of premium apples for dollar contribution in the produce department,” Oppy vice president of categories David Nelley said.

“Its growth has been steady over the last decade and a half. The refreshed brand will renew existing connections with JAZZ™ apples as well as build new ones across North America.”

Jazz apples are also available from CMI Orchards and Rainier Fruit Company primarily during the domestic season.

Drury added T&G was pleased with 'consistent growth and demand' for the apples across the company’s traditional markets including Germany, the U.K. and U.S. alongside newer markets such as Thailand, China, Vietnam and Japan.

“We’ve built up a stronger presence in our key markets and our people are better placed to further support our customers and work alongside growers on our year-round growing program,” he said.

“We are also looking for new growth opportunities. It’s an exciting time for JAZZTM and we’re looking forward to sharing our new-look journey with customers, growers and consumers.”

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