The apple of vitality
Pink Lady® is the leading apple brand with 8% share (by value) of UK apple sales and one of the most instantly recognizable fresh produce brands in our supermarkets.
Positioned by Coregeo as a premium product with stringent quality control procedures to ensure a consistent eating experience, has allowed Pink Lady® to command a premium significantly above mainstream apple varieties (Cox, Gala, Granny Smith etc.).
Coregeo work hard to ensure the Pink Lady® brand proposition remains differentiated and to promote the product unique story to consumers, the trade audience and other stakeholders.
2010 Take Off
Coregeo’s campaign for Pink Lady® apples continues to be a success because, based on its latest full year figures, and with premium brands usually the first casualties, the brand has maintained its 8% market share in the toughest trading conditions and the worst recession since Pink Lady® arrived in the UK.
As the UK emerges tentatively from recession Coregeo Ltd. has ensured that Pink Lady® is well placed to take advantage of any upturn in consumer spending having strengthened its presence in the market during the bad times. Figures for 2010 already show sales ahead of 2009 and there is good reason to be confident that this trend will continue.
For a complete history of our involvement with Pink Lady® and results of our most recent activity, please download the full case study.
