After completing an excellent European season, Kissabel® is ready to return to the Southern Hemisphere, supported by increasing volumes and a wide range of brand promotion initiatives. This marks a new chapter in the global development of the innovative range of red-fleshed apples, whose colours range from pink to deep red, and which continue to attract growing interest among consumers seeking distinctive and surprising flavours.
“The European campaign delivered excellent results both in terms of quality and volume, while also generating increasing consumer interest,” said Emmanuel de Lapparent, manager of the IFORED programme. “Building on this performance, we are now entering the Southern Hemisphere season, where early commercial phases are underway and trials continue. Thanks to strong partners, Kissabel® is continuing its development path, winning over apple lovers with its distinctive taste and striking coloured flesh.”
A record season in Europe
A 25% increase in volumes, strong price positioning, high quality and growing consumer engagement are among the key outcomes of the 2025 Kissabel® season in Europe, resulting in a solid overall performance. These results were further supported by excellent pack-out rates and strong activity on social media.
Among IFORED’s European partners, Red Apple Germany reported an outstanding season, with a record harvest and very high quality levels, supported by impactful promotional initiatives, including at the point of sale. Similarly, in the UK, Worldwide Fruit recorded growth in volumes and excellent product quality, alongside a marketing strategy increasingly focused on digital channels and collaborations with content creators, while continuing trials to expand volumes and extend the marketing window.
France also saw a strong season for Mesfruits and Blue Whale, with increasing volumes. In Switzerland, Fenaco successfully marketed Kissabel® through collaboration with established partners and solutions for gastronomy and processing. Particularly strong results were also recorded in Italy, where the NovaMela Consortium (Melinda, VIP, Rivoira, La Trentina and VOG) delivered an excellent campaign in terms of both quality and sales performance.
Overall, the European season proved highly successful, driven by strong commercial results and coordinated communication campaigns that effectively highlighted the uniqueness of red-fleshed apples.
Southern Hemisphere: new harvest and brand development activities
Kissabel® now continues its development with the new Southern Hemisphere harvest, supported by partners in Australia, Argentina, Chile, South Africa and New Zealand.
In Australia, where the project is among the most advanced, Montague Farms expects a marketing window running from March to August, focusing on red skin and red flesh varieties. Promotional activities include participation in consumer events with tastings, collaborations with retailers and restaurants to create dedicated dishes, in-store tastings and social media campaigns with content creators. While commercialisation remains at an early stage, the main objective is to build brand awareness.
“Our goal is to position Kissabel® as the ultimate ‘foodie’ apple—the one consumers actively seek in their trusted stores,” explained Michelle Hau, marketing director at Montague Farms. “We are strongly investing in in-store tastings, partnerships with the foodservice sector and social media content that showcases its striking red flesh.”
Kissabel® is also advancing in Latin America through partners Moño Azul in Argentina and Unifrutti in Chile. For the Chilean partner, which this year is harvesting fruit from commercial orchards, the objective is to consolidate the development of the most suitable varieties and gradually expand planted areas.
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“At the same time, we are strengthening marketing efforts to build brand awareness in our key markets, such as Brazil, which remains a priority,” said Cristian Matte, commercial director of Unifrutti Chile. Chilean production is focused on red skin and red flesh varieties.
In South Africa, the Dutoit Group is running a campaign aimed at introducing Kissabel® to a broader audience, highlighting its red flesh and positioning it as a bold and innovative offering within the fruit category. Designed to transform curiosity into experience through digital and in-store touchpoints, the campaign reinforces Kissabel®’s image as a highly distinctive product.
“As a key partner in the global IFORED programme, Dutoit plays a strategic role in the local development of the variety,” said Willie Kotze, technical director at Dutoit. “We are continuing trial phases and can now apply commercial growing practices to our experimental orchards. Results have been encouraging, and we are preparing for the establishment of commercial orchards from 2027, with strong potential for both local and export markets.”
Meanwhile, trial phases are also ongoing in New Zealand with partner Yummy Fruit.
