As the European harvest draws to a close, Kanzi® is looking ahead to the 2026-2027 season with confidence, expecting a broadly stable crop across Europe. The new season will combine the distinctive eating quality of Kanzi® apples with a renewed focus on consumer engagement and coordinated retail activities.
The outlook follows a growing season that required considerable care and adaptability from growers. Early-season hail affected some production areas, while high summer temperatures created additional challenges in several European countries. In some regions, these conditions have also resulted in a slightly higher proportion of smaller-calibre fruit.
Despite these challenges, growers have continued to prioritise fruit quality. The new crop is expected to maintain the taste and appearance associated with Kanzi®, providing European grower cooperatives with a strong foundation for the coming marketing season.
Power to Go! in everyday life
Kanzi® will build its 2026-2027 communication strategy around the refreshed visual identity introduced last year. The focus will be on increasing brand awareness and strengthening the connection between the apple and recognisable everyday moments.
“Our ambition is to connect the refreshing taste of Kanzi® with recognisable moments in everyday life when people could use a little extra energy,” explains EFC, variety manager of Kanzi®. “By connecting consumer communication with the in-store experience, the Kanzi® club aims to further strengthen brand preference while creating value for the partners who bring Kanzi® to market.”
From October 2026, the campaign will be supported by a new Kanzi® brand film alongside a series of shorter, targeted content formats. The campaign will roll out across most European markets through digital media, social platforms and influencers.
Kanzi® has also developed a series of ‘Power Recipes’, inspired by current food trends. The recipes showcase how the apple can be incorporated into simple dishes and contemporary flavour combinations, with content designed for social media, supermarket magazines and in-store communication.
A further consumer activation is planned for the first quarter of 2027, inviting consumers to recognise and celebrate the people who give them energy. The initiative will add a more personal dimension to the campaign while strengthening the relationship between Kanzi® and its consumers.
From consumer insight to retail impact
National marketing teams will complement the European campaign with locally tailored initiatives, including tastings, sponsorships, television advertising and retail activations.
EFC also plans to deepen its understanding of apple consumers and Kanzi® enthusiasts through an online survey in several European markets. The aim is to identify what matters most to consumers and use those insights to fine-tune marketing activities throughout the season.
For retailers, the strategy is designed to provide a consistent and recognisable brand presence, supporting both consumer trial and repeat purchase.
Throughout the 2026-2027 season, Kanzi® will therefore combine distinctive fruit quality, brand building and locally relevant activations. The objective is to strengthen the position of the brand while creating value across the chain, from growers and retailers to consumers.
