To develop and strengthen the reputation of Pink Lady® in Europe and to develop its markets, the brand has created a range of new custom packaging. These limited editions are seen as a great opportunity to promote brand attachment and encourage consumers to choose Pink Lady®. The products will be available in exclusive designs to accompany festivities in each country such as Christmas, Valentine’s Day or carnival, and to bring these events to life in the fruit and vegetable section. The fruit will be a treat for the eyes as well as for the palate!
“As a premium apple, we need to be proactive and our partners are very sensitive to innovation, especially in a department that is struggling to become more dynamic. Customisation is a true trend today. Custom-made packaging allows us to legitimise Pink Lady® in a local environment,” said Loïc Sidot, Pink Lady® Europe marketing manager. Pink Lady® plans to boost sales in Europe to 275,000 tons by 2025.