Honeybear® Brands, grower, packer, and shipper of premium apple varieties, is entering its 6th year with their Pazazz apple and it is set to be the best yet in all growing regions (Midwest, New York, Nova Scotia and Washington).
“The premium apple category continues to grow, as retailers recognize the need to promote and introduce new varieties in order to drive growth in a mature apple category. Consumers are seeking new flavor and product experiences, and where retailers have adopted a premium varietal strategy, they are seeing new and repeat sales in the apple category. Last year we saw retailers successfully grow their apple category by leaning into premium varieties, like Pazazz,” says Don Roper, VP sales and marketing, Honeybear Brands. “Providing consumers with new great-tasting products, adopting pricing and promotion strategies that drive trial and providing near year-round supply has driven new premium apple sales and margin in a mature category.”
Flavor continues to drive consumer purchase behavior, and this sets Pazazz apart from other apples in the marketplace. Its flavor profile coupled with crunch provides a delightful eating experience: a unique flavor and balance of sweet and tangy.
Honeybear put Pazazz to the test earlier this year when apple lovers were invited to participate in a blind taste test and in-depth interview to better understand their apple preferences. The research found that 57 percent of participants preferred the taste of Pazazz apples over the eight other varieties sampled.
“With the popularity of Honeycrisp, it was no surprise that participants were self-described Honeycrisp fans. It was interesting, though, that 91 percent of them selected Pazazz as their favorite over their beloved Honeycrisp,” says Kristi Harris, brand manager, Honeybear Brands. “Over and over we heard respondents gush about the robust flavor of Pazazz and their desire for a tangy, crisp apple. Pazazz delivers that. Its profile is perfectly balanced with both sweet and tangy.”
Honeybear Brands is excited about the Pazazz season ahead. Retailer collaborators continue to support this premium brand nationwide and help consumers develop an appreciation for premium apples while keeping the important apple category healthy.