Cosmic Crisp® Sets Sales Record; Kathryn Grandy Details
YAKIMA, WA - Demonstrating the power of brand recognition and effective marketing strategies, Cosmic Crisp® apples are celebrating a new sales record. The variety has shown strong growth in the category, with Nielsen data released by Proprietary Variety Management (PVM) revealing an 89 percent soar in volume year over year.
"The Nielsen data backs up the anecdotal reports we've been getting from our retail partners across the United States," said Kathryn Grandy, Chief Marketing Officer for PVM who leads consumer brand marketing of the apple. "The sales numbers tell a clear story. Consumers have not only discovered Cosmic Crisp apples—they consistently come back to buy more."
From September 2022 through August 2023, Cosmic Crisp moved up to the No. 7 best-selling apple variety nationally. It was also one of only two apple varieties in the top 10 generating volume growth, a release stated.
"Our category offers consumers so many great apple varieties," added Grandy. "The challenge for retailers is most newer varieties lack scale (volume) and sufficient consumer awareness to generate trial and repeat purchases. Cosmic Crisp production is now sufficiently large and retailers can count on having supply in all seasons. This allows for everyday displays and promotions, which drives sales for everyone. Additionally, our consumer marketing efforts have proven to demonstrate healthy brand awareness, which is critical to our success."
A recent national brand awareness study also performed by Nielsen's Category Partners found that about 24 percent of shoppers have heard of Cosmic Crisp apples. In the West, over one third of surveyed consumers knew of the brand.
Organically grown Cosmic Crisp apples have also been selling well as new orchards have reached organic certification.
"Cosmic Crisp is now the No. 6 best-selling organic apple in the United States, with volume up at retail by 388 percent," Grandy continued. "Cosmic Crisp was the only variety among these top six organic varieties that generated an increase in volume. This is great news for our retail partners that are looking to source the hottest-selling organic apple."
To read more about Cosmic Crisp’s success, click here.
How will the fruits of Cosmic Crisp’s marketing continue to pay off? AndNowUKnow will report.