Kissabel welcomes the Northern Hemisphere season
The new Northern Hemisphere Kissabel season is officially a go. The bicolored apple is back on shelves in the United States and Europe starting in September and lasting all the way until January, depending on the market.
According to an IFORED press release, program partners, responsible for growing and distributing the brand, will take center stage, starting with the US, followed by the United Kingdom, France, Italy, Germany, and Switzerland, all focusing solely on the Rouge variety.
Image by IFORED | Marco Parisi
The brand is once again leveraging its unique appearance and taste to win over a young audience curious for striking and naturally flavorful products.
The Kissabel strategy around the world
With a wide range of consumers in Kissabel’s Northern Hemisphere markets, the brand has elaborated an intricate strategy to appeal to different shoppers, underscoring the fruit’s distinctiveness.
In the UK, IFORED partner Worldwide Fruit will launch the season in late September, with a sales window running through to December. All three varieties in the range (Rouge, Jaune and Orange) will be available on the market, backed by promotional activities both in-store and across digital channels.
"The response to last season's campaign was extremely positive, and for this new season we want to build on and relaunch that success," says Hannah McIlfatrick, Commercial Director at Worldwide Fruit.
Image by IFORED | Marco Parisi
Meanwhile, across the pond, US partner Next Big Thing (NBT) will bring Rouge and Jaune stateside, launching the season between mid- and late September, reaching peak sales in October and wrapping up the campaign in November.
"This year, we will be working closely with our retail partners on new communication materials designed to link Kissabel to the seasonal themes of autumn and Halloween," says Brianna Shales, Marketing Director at Stemilt Growers and Next Big Thing (NBT) spokesperson for the Kissabel project.
In France, the campaign started in early September and will continue until November. Partners Mylord-Gerfruit, Mesfruits and Blue Whale will market the entire Kissabel range, with a primary focus on the Jaune variety, supported by select volumes of Rouge.
The latter cultivar will be taking over the German market by itself, with a campaign launch on Halloween and set to run through to Christmas. Italy will also focus solely on Rouge, with the season hitting full swing during November and December.
Image by IFORED | Marco Parisi
"We are looking very confidently ahead to the new Kissabel season. Harvest forecasts point to positive quality and quantity standards, which lead us to expect a good pack-out rate," comments Andrea Fedrizzi, Marketing Director at IFORED partners Melinda and NovaMela.
Finally, Switzerland shelves will also feature Kissabel’s Rouge, capitalizing on the Halloween season underpinned by a substantial program of promotional activities.
*All images courtesy Marco Parisi | IFORED
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