PITTSBURGH, PA - New table grape varieties are upon us! Sun World International adds APPLAUSE™ and EPIC CRISP® to its family of table grape brands. This launch is part of Sun World’s branding strategy, which includes marketing brands that bring together multiple varietals with similar attributes.
“In the current marketplace, consumers aren’t loyal to a specific brand of grapes; only green, red, and black. That’s why we believe in driving awareness of grape brand attributes at the shelf,” said Dané Joubert, Senior Marketing Manager. “Flavored varieties are a niche space in the marketplace. Having multiple unique varietals under one brand, with unique attribute callouts, allows the consumer to recognize the brand versus having different brands for each unique variety. It also simplifies the packaging complexities for growers packing various varieties under one brand.”
Each variety brings something unique to the market.
According to a press release, the Sugrafiftyfour variety, marketed under the APPLAUSE™ brand, is a mid-season green seedless variety that brings an unexpected twist with its sweet, tropical fruity flavor, making consumers’ grape-eating experience anything but ordinary. APPLAUSE™ offers a unique series of limited-edition red, green, and black seedless grapes with different shapes, sizes, colors, and flavors.
The release went on to note the attributes of the Sugrafiftysix variety which is marketed under the EPIC CRISP® brand. It is a green seedless variety available during the mid-season that offers consumers a serious crunch with every bite.
Supplies of APPLAUSE™ and EPIC CRISP® will be limited as production ramps up globally in the next five years. With retailers like Costco, Sam’s Club, and Aldi already carrying these varieties, it’s safe to say the demand is about to get big.
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