Pink Lady apples have overtaken Granny Smith to become the UK’s thirdmost valuable apple.
The premium apple brand has generated £71m in sales over the past year, compared with £64m for Granny Smith [Kantar Worldpanel, 52 w/e 19 February 2012].
Pink Lady licensor Coregeo said sales had been boosted by consumer and trade promotions. This year, the brand ran a Valentine’s Day consumer competition and it has became the only produce brand to be part of a Disney promotion in Morrisons.
Coregeo has also encouraged wholesale buyers to buy into the apple by offering them £75 M&S vouchers for every second pallet of Pink Lady they buy.