Why branded grapes are winning in Europe: Sun World's AUTUMNCRISP strategy delivers massive sales growth

A retail trial of Sun World’s AUTUMNCRISP is giving branded grapes new momentum in Europe. The firm’s recent partnership with Danish retailer Salling Group has produced a sharp lift in the segment, scoring a 90 percent sales increase for the brand's debut in the Old Continent.

Global Marketing Director Elena Hernández attributes the jump to clearer on-pack branding and coordinated digital efforts, which, she tells FreshFruitPortal.com, prove shoppers want more than “green seedless” on the label.

“You don’t see a lot of branding in produce in Europe,” she explains, noting that Sun World has worked to integrate its varietal brands into retailer-led packaging programs. “Having that branding on the pack is triggering to consumers: ‘Okay, this is what I want to purchase. I see this as a premium item.’”

The name of the game

Inconsistency with generic green seedless grapes labels can drive shoppers away when flavor and texture don’t align with expectations, Hernández notes. 

“They tend to stop shopping the category, so with branded grapes they know what they’re getting: the size, the crunch, the flavor,” she says.

The executive feels that the campaign’s results signal a broader movement in produce. She points to other companies, such as Zespri, which have pushed brand-forward strategies linked to product attributes.

“So it's really a twofold—It's a product positioning, but it's about capturing the consumers where they are at and what they're looking for, and their readiness for premium-driven products,” she adds.

Clicks to carts

The company’s social media influencer approach generated roughly 1.5 million impressions. Hernández says online content, including recipe inspiration and store-location guidance, played a key supporting role in the retail results.

“It starts somewhat online: [shoppers] see something on social media, and then the next time they're in the store, they remember that branding, they remember the name, and then they see it right there on the shelf,” she explains.

With digital activity now acting in tandem with in-store presentation, Sun World is reaping the fruits of what Hernández calls a “marketing mix.”

“People are really getting their news, their insights, and learning a lot more with social media and online activations. That has become a huge part of marketing, and what brands are doing drives home their brand proposition and the attributes of their products,” she states.

Breeding sets the stage for future demand

Hernández says Sun World’s breeding strategy tracks both grower requirements and consumer expectations. “Because, really, if the consumer is not going to buy it, the grower is not going to grow it,” she emphasizes.

The marketing director cites crunch, flavor, and size as priority traits, highlighting that branded grapes like AUTUMNCRISP deliver that trifecta.

Sun World is also advancing long-term projects, including pitless cherries. However, this is “several years down the road,” Hernandez says.

Expanding commercial reach for branded grapes

The executive describes the firm’s partnership with Salling Group as a template for future collaboration between retailers and breeders. The former want premium options to drive store traffic, she says, and the Denmark program marks an early step in that relationship.

A central focus is creating a reliable supply. The Hernández says Sun World aims to help the Danish retailer secure a “52-week supply, or as close to it, to have quality branded grapes like AUTUMNCRISP year-round,” she says.

She stresses that Salling’s willingness to adopt branded grapes is “not as mainstream” and that it undoubtedly reinforced its commercial impact.

*All photography courtesy of Sun World.

Related stories

Sun World expands global reach with five new AUTUMNCRISP marketers

Sun World Autumncrisp's global marketing campaign, expanded supply pay off

AUTUMNCRISP® Grapes: Retail’s Sweetest, Most Snack-able Success Story

Sun World's expert guide on how to lead innovation in the fruit industry