From the end of October, yello® will once again take centre stage in the market as its new commercial season gets underway. Easily recognisable on supermarket shelves thanks to its distinctive yellow colour, the apple offers consumers a unique taste experience, characterised by tropical aromas and notes of pineapple, honey and lemon zest that become more pronounced with every bite.
Its fine, firm flesh, combined with a crisp texture and high juiciness, further distinguishes yello® throughout the season. These characteristics reinforce the apple’s position as a premium product capable of attracting quality-conscious consumers looking for distinctive and exclusive products.
Positive prospects for the new season
The outlook for the new season is positive, with favourable expectations in both quantitative and qualitative terms. This will enable commercial partners to benefit from a regular and continuous supply throughout the season, providing the category with an offering that directly responds to demand for higher-quality products while helping retailers differentiate their assortment.
The new commercial season will also be supported by communication and promotional activities at the point of sale.
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“Yello® has established its own identity within the premium segment thanks to its distinctive characteristics, unique richness of aromas and fragrances, and exotic appeal,” explain Hannes Tauber and Benjamin Laimer, marketing managers at the VOG and VIP Consortia. “We look ahead to the coming months with confidence, aware of the value this apple can bring to the fruit and vegetable section: a product that responds to a specific consumer demand while broadening the category’s offering through its distinctive flavour and clearly recognisable positioning.”
From Japan to South Tyrol
yello® originated in Japan, at the foot of the Hida Mountains, known as the “Japanese Alps”. Today, it has found an ideal home in the valleys of South Tyrol (Südtirol), thanks to the expertise and commitment of the apple growers belonging to VOG and VIP.
Year after year, yello® continues to establish itself as a reference for consumers seeking distinctive flavours, while attracting new fans with its unique taste profile.
