The new "Become a Tasty Discoverer" campaign for the German apple discovery 'Fräulein' was launched in week 45. "Over 1.5 million apple trees have been planted in Germany so far. No further significant planting activities are planned for the time being. This is because we first want to build up and establish the brand with the quantity available to us," says Head of Marketing Jens Anderson.
"The 1.5 million trees are distributed among 300 growers throughout Germany. The special thing about the variety is that all growing regions are involved, from Lake Constance to the Altes Land and from Saxony to Baden as well as in the Rhineland. Fräulein is therefore available in all German growing regions." Fräulein is a brand of Deutsches Obst-Sorten Konsortium GmbH. With the current quantity, the marketing period extends well into the summer.
Fräulein catering zone at the Megamarsch in Nuremberg 2023
Fast market launch, continuous learning
"Fräulein is a variety concept that was introduced to the market very quickly. Parallel to the market launch, we are also constantly learning new things about production conditions. However, this characterises pretty much all new projects these days. You simply can't take 20 years, as was the case with varieties such as Elstar and Jonagold. Instead, you have to hit the ground running. That's why we learn something new every year," says Anderson. Cultivation-specific, detailed challenges are solved by the local fruit-growing advisory companies.
Fräulein is the "juiciest variety" on the market
"Fräulein is a German apple discovery that is marketed by all German suppliers. This sets it apart in terms of market positioning from other varieties that are also part of the portfolio of German producers. Fräulein's potential lies in its crisp and crunchy product characteristics and its juiciness, as well as its positioning as a German apple discovery - product characteristics that are significantly different." The marketing manager also points out that all other Club varieties, which are also grown in Germany, are largely global projects.
"Exports are possible and definitely desirable. After all, Fräulein is a typical Made-in-Germany product, from cultivation to marketing." Test deliveries in various regions have been consistently positive, says Anderson. "As a full-brand product, the variety is sold in all standard self-service packs and as a laying product, i.e. also in returnable crates. However, we are seeing a focus on full-brand carton trays. Nevertheless, we continue to use foodtainers with foil lids."
Become a tasty discoverer tour through Germany
"As the official catering partner of Megamarsch, the market leader for mega marches from 50 to over 100 km distances, we also support the Werde-Lecker-Entdecker-Tour through Germany. These events are spread throughout Germany, sometimes also in the growing regions. This means we can publicise Fräulein in all parts of Germany and have our own stand. The apples are handed out there, which is also very well received. This also generates content that we can distribute via our social media platforms."
For more information:
Jens Anderson
Deutsches Obst-Sorten Konsortium GmbH
Bassenflether Chaussee 4b
21723 Hollern-Twielenfleth
Tel. +49(0)4141/9531-254
E-Mail: info@dosk.eu
Webseite: https://www.fraeulein.de