As the new European apple season gets underway, Kanzi has introduced a refreshed brand identity alongside its Power To Go! Campaign. The launch took place at Fruit Attraction in Madrid, where large campaign banners were displayed at the entrances to the exhibition halls hosting Kanzi's international partners.
The 2025 harvest has now started reaching European retailers. Grower cooperatives report that favorable weather has contributed to good fruit quality in terms of taste and appearance. Producers are optimistic about the season's outlook and the variety's performance in a competitive apple market.
© EFC Fruit
With apple consumption in Europe remaining relatively stable and competition increasing, branding is seen by Kanzi's partners as a way to strengthen visibility and sustain consumer interest. The variety has been marketed for more than 20 years and is known for its sweet-tangy profile. Consistent positioning and collaborations with retailers have supported its place in the market.
The updated packaging is designed to highlight the variety's characteristics while creating a stronger shelf presence. According to EFC, the global license holder of Kanzi, the new campaign aims to emphasize energy and visibility at the point of sale.
© EFC Fruit
Kanzi's pan-European communication for this season includes digital advertising, social media activity, and a renewed website. A consumer engagement platform will invite participants to share personal goals, with selected entries receiving prizes.
Marketing teams in different European countries are also launching tailored 360-degree campaigns. These include digital and traditional media, event sponsorships, in-store tastings, and retail collaborations, aimed at maintaining consumer awareness and visibility across markets.
© EFC Fruit
© EFC FruitFor more information:
EFC
Tel: +32 (0) 12 33 99 00
Email: [email protected]
www.efcfruit.com
