Le Crunch is marking the start of the new French apple season with the launch of a marketing and promotions campaign focusing on multiple retailers, which aims to increase the visibility and sales of Le Crunch apples in the UK.
On-pack promotions and other activities began at the start of September and will run throughout the season in Sainsbury’s, Tesco, Asda, Co-op and Waitrose.
Le Crunch includes varieties such as Golden Delicious, Braeburn, Gala, Granny Smith and Reds. This year’s French apples harvest is five per cent up on 2008, with an expected harvest of 1.6 million tonnes.
Daniel Corbel, co-president of INTERFEL’s external market commission, commented: “Not only is there an increased harvest this year but yet again the quality is also really high, so it’s good news all round for Le Crunch. It’s a challenging market at the moment but we are confident that both the quality and quantity of our apples will meet the high expectations of the UK buyers. We are happy to be able to support this with a range of in-store promotional mechanics that will put Le Crunch at the front of British consumers’ minds and, we hope, into their shopping baskets.”
Le Crunch, the umbrella brand set up by INTERFEL (the professional association for French fruit and vegetables) predominantly covers five main varieties: Golden Delicious, Gala, Granny Smith, Braeburn and Reds.
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