Despite declining apple consumption in key EU markets, Pink Lady maintained its 'good performance' during the spring season.
The fruit importer sold 170,000 tons sold of apples (compared to 178,000 tons year-on-year), its most recent sales figures showed.
"This minor decline - explained by harsh weather conditions during harvest time - didn’t stop the brand from increasing its market share, demonstrating its rise in popularity and an ongoing desire to prove its corporate social responsibility (CSR) commitments, in line with the IMAGINE 2025 strategy," the apple brand said in a statement.
The group said that it apple sales showed growth in its three top markets, such as the Netherlands which increased by 15% with over 10,000 tons; France which was up 14% with 22,250 tons and the United Kingdom increased by 9% with more than 33,000 tons, during the period.
Tangible Market Share
The fruit importer said that tangible market share gains in the majority of countries, particularly in Ireland, Germany and France, gives a very positive note on which to begin the next season.
Brand Recognition
According to recent research, 92% of Irish consumers 'recognise' the Pink Lady Brand.
The research was conducted within 10 countries over the past few years, the fruit importer said in a statement.
It said that it has seen its reputation continue to grow in all markets since 2016 (date of the last survey).
Seven of the 10 countries surveyed had scores in excess of 80% for recognition of the brand's popularity, Belgium stood at 81%, and Denmark at 89%.
New TV Campaign
Pink Lady has also announced that is planning a new TV campaign in the near future which will be broadcasted on Irish TV.
The new commercial will also be shown across television stations Germany, Belgium, the Netherlands, Ireland, Norway, Denmark and Sweden.
The group said that the new ad is forecasted to reach up to 96 million people with an average coverage of 56% of our target audience.
Corporate Social Responsibility
In a statement, the company said that its CSR commitments include the roll-out of Bee Pink, an awareness programme for the protection of bees in Spain and Italy and for further studies into bee pollination in the wild.
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