Retail sales of Honeybear Brands’ Pazazz apple variety were strong in November and December, leading the company to predict a record sales season.
“We introduced Pazazz two months early into an incredibly busy time of year for our retail partners and their customers,” said Don Roper, Honeybear’s vice president of sales and marketing, in a news release. “It’s a time of year when there are so many demands on a consumer’s dollar and their attention. So these early season sales numbers are even more impressive and a real indicator of a record-breaking season ahead for the variety and our retail partners in 2018.”
Honeybear Brands is supporting a strong retail push through the end of March, including sampling events around the country to introduce consumers to the variety’s sweet-tart flavor and strong crunch, according to the release.
Production of Honeycrisp apples is increasing rapidly, resulting in downward price pressure, so newer premium varieties such as Pazazz present retailers with an opportunity to maintain year-over-year sales growth and profit margins in the category, according to the release.
“Our partners who are aggressively introducing and promoting Pazazz are beginning to position and differentiate themselves from this price deflation,” Roper said in the release.