EDEKA launches Apeel campaign with new TV ad

"Enjoy for longer, throw away less"

Under the slogan "Enjoy for longer, throw away less", EDEKA is launching a new information campaign on the innovative Apeel process, which doubles the shelf life of fruit and vegetables, effectively contributing to the fight against food waste. The core of the campaign is a new TV ad that will be shown on all major TV channels. Following the entertaining "sloth commercial" from 2020, the new ad highlights those Apeel products that are available in Germany so far: avocados, oranges, mandarins, clementines, grapefruits and lemons stay fresh for around twice as long, thanks to Apeel.

The TV ad is accompanied by activities on social media channels such as Facebook, Instagram and YouTube, as well as in flyers and posters at the point of sale. The key visual shows at a glance all the products that EDEKA, Netto Marken-Discount and Marktkauf have already brought to the fruit and vegetable departments of their stores with the Apeel protective coating. In addition, customers are also directed to the Apeel website where they can find out more about the plant-based protective coating and its effect.

Doubling shelf life
Every fruit or vegetable has a skin or peel that protects it and keeps it fresh. The Apeel plant-based protective coating gives the surface a kind of second skin that allows less water to evaporate from the inside through the actual skin and at the same time less oxygen to penetrate from the outside. This creates an optimal microclimate and the fruit can continue to breathe. The ripening process is thus greatly slowed down, which means that Apeel products can stay fresh for around twice as long while maintaining the same high quality and enjoyment.

Vegetable-based protective coating
Apeel consists of fats contained in the peel, seeds and pulp of all fruits and vegetables. Thus, the Apeel protective coating consists of components that are also regularly consumed as part of a normal diet. This makes Apeel fundamentally different from approaches in which a synthetically produced sugar derivative is applied.

Fighting food waste
By extending the shelf life of fresh fruit and vegetables, the edible Apeel protective cover helps to reduce food waste along the entire supply chain to the consumer. Together, the EDEKA Group and Apeel are working on bringing more fruit and vegetables with Apeel to the market in Germany, contributing to a better food appreciation and resource conservation.

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