EU: Joya, the apple for teens!
95% of consumers who have tasted Joya® were satisfied, praising its taste (82%), texture/crispness (87%), visual appeal (73%), juiciness (64%) and flavour (53%) (CPM – Hedonic test of apples).
The aim of Joya® is to make teens want to bite into a high-quality apple.
Neglected in the fruit and vegetable market, teens are a high-potential segment, both in terms of their consumption and their role as influencers. In spite of the above-average penetration rate of apples in families with teens, the purchase frequency and purchase volume are lower in these households. Why? Apples are considered ordinary, and suffer from an unattractive image in this customer segment.
By taking an original, high-impact and authentic approach, and by highlighting the product’s genuine strengths, Joya® offers real prospects for development in this high-potential segment of fruit consumption.
Not only are teens consumers who can be won over right away; their loyalty can also be established for the future.
Joya® is a positive brand name, easy to memorise, with a rich personality that reflects flavour, thrill and joy (Naemes - semiological study, September 2011).
Joya® also benefits from a dynamic, lively marketing and communication strategy, with a graphic approach and an attitude that are unique in the fruit department.
Eight international surfing, snowboarding, skateboarding and BMX champions are the brand’s ambassadors. The website will present teen-centric music, viral videos, gifts and games. The brand will also be featured on the social networks.
Joya® is an opportunity not only for all its producers but also for every distributor seeking a high-quality apple capable of appealing to a target that is strategic for all. Joya® is a new way of driving commercial development, and even of broadening brand image.
Joya® will be at Fruit Logistica, Hall 5.2, Stand B-02.
Contact:
Meredith Stevens
Joya®
Tel: +33 490 119 189
Email: [email protected]