The 'Superior Taste Awards', granted by the International Taste Institute (ITI) from Brussels, was awarded to the Alizza Fruit™ for its commitment to unique eating experience, highest-quality, elevated aroma and iconic taste.
The Alizza Fruit 'Superior Taste Award' which is based exclusively on taste and is considered the 'Michelin Guide' for food and beverages due to the exhaustive methodology applied when evaluating the products presented in each category. As world leaders in the evaluation and certification of consumer food, the ITI works with some of the best taste experts in the world and its jury is composed of more than 200 renowned flavour professionals. They undergo a rigorous blind-tasting methodology in which product samples are anonymized to avoid any bias in the scoring. The Alizza Fruit was judged for its organoleptic quality in addition to the full consumer experience: first impression, visual appearance, smell, taste, texture, experience and final sensation. The three star score was an industry first within the citrus industry.
The first citrus fruit to receive the ITI’s recognition for superior taste was Banzzai® in 2020, another innovation from Genesis Innovation, part of the AMFresh Goup. David Alba, CEO of Genesis Innovation declares, “We are so pleased that the Alizza Fruit has achieved such prestigious award with the highest distinction. This unique tangelo is characterized by its large size, a very attractive orange-yellow color, smooth and thin skin and a melting pulp with a truly unique flavor, that also stands out for the total absence of seeds and, above all, its incredible quantity of juice, something that, without exception, systematically surprises all consumers every time they enjoy it. It is also a great variety for growers, as it is very easy to farm and consistently delivers fantastic yields every year in a wide range of climatic and soil conditions".
Attracting news consumers
The Alizza Fruit is a mandarin and pomelo hybrid developed by the Volcani Institute in Israel, managed by Genesis Innovation and cultivated in Spain and South Africa by AMFresh Group and its grower partners.
In its second season, the Alizza Fruit has expanded its commercial footprint, resounding with consumers in Britain (Marks & Spencer and TESCO), Germany (Edeka) and Spain (El Corte Inglés). Carolina Palomo, Global Consumer Insights & Data Analytics Director at AMFresh Group commissioned a study across UK Shoppers where shoppers sampled the fruit. “The unique flavour profile and high juice content of the fruit surprised and delighted consumers. The results were very promising and non-grapefruit users declared they would enter the category if the Alizza Fruit were available.”
This year in the UK the fruit was co-branded with Jaffa Citrus to excite Tesco shoppers. Rachel Hancox, Senior Commercial Manager at Amt Fresh: “was impressed with the acceptance among Tesco shoppers and sales overperformed versus expectations.“
For more information:
Patricia Sagarminaga
AMFresh Group
T + 34 669161941
Email: patricia.sagarminaga@amfresh.com
www.amfresh.com
David Alba
Genesis Innovation Group
Email: dalba@citrusgenesis.com
www.genesisinnovationgroup.es