It is small and sweet, but it has a rebellious spirit that is changing the rules of the category: RedPop®, the apple-shaped snack, continues to win over consumers and increase sales across Europe and Asia.
This great success is driven by an apple that is sweet and juicy, with the perfect size to carry anywhere for a personal indulgence moment, and a colorful and authentically “pop” brand identity.
The commercial campaign began in October, when RedPop® returned to Asian markets. In Thailand, Singapore, Taiwan, and India, points of sale were filled with the red of the little rebel, featuring in-store tastings.
Starting in January, RedPop® made its return to European destinations such as Italy, Spain, Scandinavia, and the United Kingdom.
In the UK, in particular, where the little rebel entered the market as a branded product two years ago, collaborations with selected partners were renewed.
To support its presence in stores, RedPop® once again decorated the most red and pop-themed mode of transport: the iconic London Double Decker buses.
Alongside positioning on the famous double-decker buses, the campaign includes in-store tastings and a digital campaign.
Unique charactheristics
“Thanks to its characteristics and brand identity, RedPop® is performing very well in its target markets,” says Klaus Hölzl, Sales Director of VOG.
“The increase in demand is significantly higher than the available volume, and the reaction from consumers and business partners has been excellent.”
“RedPop® is an outstanding example of how our efforts to develop and enhance distinctive brands, in collaboration with our partners, bring value to the category,” adds Hannes Tauber, Marketing Director of VOG.
“This apple opens a new segment in the category, targeting a young audience, as it represents a snack that can be carried in a pocket or backpack, allowing for a personal break at any moment, with just the right amount of sweetness to restore balance and reignite the rebellious spirit.”
The future looks bright for RedPop®: following this year’s growth, the plan is to double quantities by 2028, reaching more consumers with all its rebellious strength and pop-like sweetness.
