Pink Lady apples are aiming to take a 10% stake in the market over the next five years, according to Coregeo.
The company, responsible for licensing and marketing the brand in the UK, said the apple has managed to carve out a 5.5% share in the short period it has been on the market.
Andy Macdonald, director of Coregeo, said: “It’s been a great achievement in such a short period of time. We’re now the sixth most popular apple on the market.
“Our share can and will grow
to 10% over the next five years, that will give us a similar share to Granny Smith - and we won’t be far off Cox.”
He said that this year the Northern Hemisphere crop was expected to hit 1.3 million boxes, compared to last year’s 1.2 million. The harvest would have been higher but for frost damage in the US.
He said recent research had revealed brand awareness of Pink Lady among consumers was 38%.
“All of the brands above us have been in the marketplace for more than 50 years, so I think to have such awareness so soon is an enormous achievement.” Pink Lady has only been in the market for 10 years, while Coregeo has only been marketing it for four years.
To keep the momentum flowing, he said it would continue to invest in advertising with a campaign in six consumer titles including Heat, OK!, and Marie Claire.
The adverts will carry the catchline ‘Lead him into temptation’.
Coregeo also announced plans to encourage retailers to boost sales with the launch of new retail awards.
Four awards will be presented at the end of the year’s trading in October 2004, with categories including most creative display, largest seller by value, fastest percentage growth by value and most effective sales promotion.
Ed Bedington
The company, responsible for licensing and marketing the brand in the UK, said the apple has managed to carve out a 5.5% share in the short period it has been on the market.
Andy Macdonald, director of Coregeo, said: “It’s been a great achievement in such a short period of time. We’re now the sixth most popular apple on the market.
“Our share can and will grow
to 10% over the next five years, that will give us a similar share to Granny Smith - and we won’t be far off Cox.”
He said that this year the Northern Hemisphere crop was expected to hit 1.3 million boxes, compared to last year’s 1.2 million. The harvest would have been higher but for frost damage in the US.
He said recent research had revealed brand awareness of Pink Lady among consumers was 38%.
“All of the brands above us have been in the marketplace for more than 50 years, so I think to have such awareness so soon is an enormous achievement.” Pink Lady has only been in the market for 10 years, while Coregeo has only been marketing it for four years.
To keep the momentum flowing, he said it would continue to invest in advertising with a campaign in six consumer titles including Heat, OK!, and Marie Claire.
The adverts will carry the catchline ‘Lead him into temptation’.
Coregeo also announced plans to encourage retailers to boost sales with the launch of new retail awards.
Four awards will be presented at the end of the year’s trading in October 2004, with categories including most creative display, largest seller by value, fastest percentage growth by value and most effective sales promotion.
Ed Bedington
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