While the apple market remains under pressure across Europe, the brand is recording volume growth in its key markets, driven by strong performances in France (+5%), Italy (+5%) and Ireland (+7%).
These results illustrate Pink Lady®’s ability to outperform the market, relying on a strong, desirable and clearly differentiated brand that continues to secure consumer preference even in a challenging environment. They also confirm the relevance of the strategy adopted: putting pleasure, quality and brand value back at the heart of the category.
On the occasion of Fruit Logistica, Pink Lady® Europe presents an ambitious roadmap for 2026. Driven by its new brand platform, “Very crunchy. Very juicy. Very cool.”, Pink Lady® is entering a new phase of development with a clear ambition: to establish itself over the long term as a benchmark for desirability in the fruit universe.
2026: a unifying year to embed the new brand platform
The “Very crunchy. Very juicy. Very cool.” platform will be rolled out consistently across all brand touchpoints. This momentum will begin in all key countries with a major activation combining television, digital media and outdoor advertising around Valentine’s Day.
For the first time, Pink Lady® will invest in urban outdoor advertising in France, Italy, Spain, Sweden and Germany, as well as in iconic transport media such as the Milan tram network and the Paris metro. The objective is clear: to reach consumers in their everyday lives, multiply contact points and integrate the brand into their daily universe.
Creativity, engagement and cultural partnerships
Building a love brand for fruit requires strong creativity that is contemporary and culturally relevant, capable of generating desire in a category that has traditionally been less expressive.
This platform allows Pink Lady® to express its brand promise — crunchiness, juiciness and pleasure — while positioning it within more lifestyle-driven and emotional territories. It acts as an overarching creative framework that feeds a wide range of activations, including influencer marketing, cultural partnerships and experiential initiatives, while ensuring strong consistency.
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The ambition is to reposition fruit as an object of pleasure and to make Pink Lady® a brand capable of competing with the most attractive universes in the food sector. In this context, creativity is brought to life through cultural collaborations designed as drivers of growth, attention and desirability.
Accelerating digital impact and building an engaged community
Pink Lady® is increasing its investment in influencer marketing, social media and affinity-based content to turn visibility into engagement.
CRM is becoming a strategic lever in its own right, enabling the brand to move from a contact-based approach to the creation of an active, committed and long-lasting community that can evolve into a genuine group of brand ambassadors.
Data expertise and consumer insight at the core of the strategy
Pink Lady® Europe is strengthening its expertise in data analysis and its consumer listening system to guide all strategic decisions.
Awareness, image, desirability, price perception, emotional drivers and purchase barriers: consumer insights now feed every decision, whether creative, media-related, CRM-focused or retail-oriented.
Beyond performance measurement, Pink Lady® is also integrating consumer satisfaction as a key management indicator, through the implementation and monitoring of the Net Promoter Score (NPS).
Point of sale, a central pillar of the 2026 strategy
As a significant share of purchasing decisions are made in-store, the point of sale represents a central pillar of Pink Lady® Europe’s 2026 strategy.
This vision is already taking shape for Valentine’s Day with the launch of new in-store promotional materials, designed as a true lever for theatricalisation and fully aligned with the new brand platform.
A coherent, value-creating vision for the entire network
Presented at Fruit Logistica (Hall 5.2 – Stand A10), Pink Lady® Europe’s 2026 roadmap reflects a clear and coherent vision: building a strong, desirable and efficient brand capable of creating value at every touchpoint.
This vision comes to life at Fruit Logistica through an experiential stand conceived as a physical expression of the “Very crunchy. Very juicy. Very cool.” platform. More than an exhibition space, the Pink Lady® stand embodies a brand in motion — fully embracing its modernity, creativity and lifestyle ambition.
