SUCCESS IN THE UK FOR THE REDPOP® APPLE, NOW ON LONDON’S DOUBLE-DECKERS

The apple-shaped snack is now available in Waitrose stores and the subject of an out-ofhome campaign on 78 London buses

Apple-shaped snack RedPop® has made its debut on the UK market in recent months

The new apple marketed by the VOG Consortium in South Tyrol - Südtirol (Italy) has proved to be an instant success in Britain, debuting in Waitrose stores under its own brand name and enjoying positive feedback from both customers and consumers

For this reason, from 12 May to 4 June the visual identity ‘Little big sweet’ will be decorating 78 of London s double decker buses, the most red and the most pop means of transport in the UK On each bus, two banners will encourage the public to take a break with the RedPop® apple-shaped snack with a fresh image that will also appeal to a younger audience

At the same time, the brand will also be present in Waitrose stores where RedPop® has arrived with its own branded six-fruit pack, reflecting the popularity the product and its brand identity are enjoying with customers Its presence in Waitrose will be supported by a geolocalised digital campaign that runs in parallel with the out-of-home initiative

“The outstanding success of RedPop® makes the UK a priority market for this apple comments Hannes Tauber VOG Marketing Manager “Its size, in line with the demands of customers, its positioning as a snack, its incredible sweetness and its high-impact brand identity have been the main reasons for its incredible popularity with the market”

RedPop®, the apple-shaped snack

With its crispy, succulent flesh, explosion of flavours and pop image, the ‘Little big sweet’ has already won the hearts of customers and consumers from all over the world

Thanks to its size and resistance, RedPop® is the perfect snack to take wherever you go: an ideal apple to hold in your hand pocket or backpack for a pop break full of sweetness, suitable for the most modern and dynamic lifestyles With its red colour and regular shape its appearance is immediately an invitation to taste As you bite, the crispiness and juiciness give way to a sweetly balanced flavour with notes of apricot, mango and elderflower

One of the key features of RedPop® is its excellent storage life This is why it is ideally suited for the second half of the season, from March to August and is part of the latest generation of apples introduced by the VOG

Consortium to offer the right apple for every need, for 12 months of the year

The brand identity, which underlines its pop character and innovative positioning, ensures that RedPop® stands out in the fruit and vegetable department, and attracts new consumers to the apple category

RedPop® is produced in South TyrolSüdtirol at the foot of the Italian Alps by the member growers of the VOG Consortium which, with overall annual production of 550,000 tonnes of apples a year, is one of Europe s biggest apple-growing co-operatives Available from both integrated and organic production