The commercial season began in early September in the first Northern Hemisphere markets and will continue according to different, country-specific calendars, with the aim of extending availability in some cases through to January.
Once again, the key players this year will be the partners in the IFORED programme: US-based Next Big Thing (NBT), UK-based Worldwide Fruit, and French companies Mylord-Gerfruit, Mesfruits and Blue Whale. They will later be joined by the Italian partners of the NovaMela Consortium (Melinda, VIP, Rivoira, La Trentina and VOG), Germany’s Red Apple Germany (Elbe-Obst, Obst vom Bodensee) and Switzerland’s Fenaco, which will focus exclusively on the Rouge variety.
The season at a glance
In the United States, Next Big Thing (NBT) begins its season between mid and late September, with sales peaking in October before the campaign ends in November. The Rouge and Jaune varieties will be available.
In the United Kingdom, partner Worldwide Fruit begins the season in late September, with the commercial window extending through to December. All three varieties in the range — Rouge, Jaune and Orange — will be available, supported by promotional activities for the brand both at the point of sale and across digital channels.
In France, the commercial season began in early September and will continue until November. Partners Mylord-Gerfruit, Mesfruits and Blue Whale will market the range, focusing primarily on the Jaune variety, alongside selected volumes of Rouge.
In Germany, the season, focused exclusively on the Rouge variety, will begin at Halloween and continue until Christmas. For the occasion, partner Red Apple Germany (Elbe-Obst, Obst vom Bodensee) has developed an extensive communication plan designed to showcase the product’s most distinctive feature: its red flesh. Planned initiatives include two key campaigns: the Kissabel® Surprise social media challenge, inviting users to share a video of their reaction to their first bite, and the Red Creations by Kissabel® platform, designed to help consumers, including at the point of sale, discover creative recipes and ideas for Christmas baking using Kissabel®.
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In Italy, the commercial campaign run by the NovaMela Consortium (Melinda, VIP, Rivoira, La Trentina and VOG) will be in full swing between November and December and will focus exclusively on the Rouge variety. Its main objective is to ensure a strong and consistent brand presence in both wholesale markets and large-scale retail, supported by promotional and communication initiatives.
In Switzerland, partner Fenaco will launch the Rouge season around Halloween. The campaign will be characterised by a particularly intensive sales period, supported by a significant programme of concentrated promotional activities aimed at maximising the value of available volumes and completing distribution before the end of the year.
The opportunity to discover the excellence of the range first-hand will come at Fruit Attraction (Madrid, 6–8 October), Hall 8, Stand A16. It will offer visitors a unique opportunity to immerse themselves in the Kissabel® universe and discover its extraordinary colours and distinctive flavour.
