Terlano, April 2022 – The first commercial season for the RedPop® by Marlene® apple produced by the VOG Consortium. With a harvest of 1,900 tonnes, this “little big sweetness” is available from the third week in March.
RedPop® is an ideal snack apple: small in size and particularly tough, it is suitable for taking with you on any occasion. Its firm flesh, crunchiness and sweetly rich taste make it perfectly attuned to the needs of modern consumers. Thanks to its natural storage life, it is ideal for marketing in the second half of the season.
Following the first trials last year, the 2021-2022 harvest of VOG Consortium members has reached the necessary volumes for a first real sales campaign with excellent fruit quality. Marketing, which began in mid-March, will run until the beginning of June this year. Sales will be supported by communication activities in the sector’s media and tastings in large-scale distribution outlets and fruit markets.
“We have high expectations for this apple, given the very positive feedback from the first trials with customers and consumers last year,” explains Klaus Hölzl, Sales Manager at the VOG Consortium. “Thanks to its innovative characteristics, RedPop® is an important extension of our assortment, which aims to offer the right apple for every need throughout the year.”
“RedPop® by Marlene® is landing on the market with a strong and distinctive position, supported by an effective brand and targeted communication initiatives,” comments Hannes Tauber, Marketing Manager at VOG. “We decided to present it through Marlene® to help consumers choose with a brand that is very popular internationally and has always been synonymous with quality, taste, origin and well-being.”
The new RedPop® variety is immediately recognisable to consumers thanks to its pop, eye- catching image and its slightly streaked carmine red colour on a yellow background. Juicy and firm, it has an exuberant sweetness with intense, enticing aromas.