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Honeycrunch set for an outstanding harvest

“Honeycrunch – my feel-good apple with a bite” starts the 2014/15 season with a new key visual and slogan and expects its best ever crop.

Crisp Honeycrunch apples are known for their balance of sweet and sour. The harvest has begun on time, and the French producer Pomanjou from Angers is especially delighted with the quality of the apples: in terms of both taste and colour, it is the best harvest ever, they say.

This season the Honeycrunch brand features a new key visual and slogan. Marc Bahbah, Sales Director at Pomanjou, expects the new positioning will help Honeycrunch achieve a long and successful sales season: "Our new slogan, ‘My feel-good apple with a bite' appeals to health-conscious consumers who value a balanced diet. With Honeycrunch, we offer them a healthy, wholesome and delicious snack that can contribute to their personal wellbeing. With their balanced sweet-and-sour taste and harmonious red-and-yellow colouring, our crisp apples promote a good mood and equilibrium."

Communication with professionals and consumers
The key visual and slogan will be used in all communications – in approaching professionals as well as in dialogue with consumers. After a successful launch at the German Fruit and Vegetable Congress, promotional activities at Fruit Logistica 2015 and in food retailing will follow, with the aim of further increasing awareness of the apple variety.

The opinion of German consumers is important to Pomanjou. After product testing with Brandnooz and Eat Smarter magazine in recent years, this season there will be a test in cooperation with the Erdbeerlounge platform. Tests to date have shown that female German apple eaters love Honeycrunch. Of the 250 Eat Smarter readers who tested the apple in 2013, 82 percent would eat a Honeycrunch apple every day, and 89 percent of them would definitely recommend Honeycrunch to their family and friends.



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