An early start and expanded volume have buoyed excitement for the Pazazz apple, according to the variety’s marketer.
The variety continues to break supply and sales records as orchards mature, yields increase, and consumers become familiar with Pazazz, a descendant of the popular Honeycrisp variety, Don Roper,vice president of sales and marketing for Honeybear Brands, Elgin, Minn., said in a news release.
Shipments and promotion of the apple started in November, about a month earlier than a year ago, Roper said in the release.
“Hands down, across the board, the quality, color, flavor and crunch of Pazazz has never been better than what we’ve seen coming out of every one of our orchards,” Roper said in the release. Roper said in the release that the variety’s intense flavor profile and big crunch have made it a favorite of consumers. “This combination of flavor and long season availability, now through summer, makes Pazazz a key addition to elevating any retailer’s apple category.”
Honeybear Brands has a multi-pronged marketing campaign called “Find Your Pazazz,” according to the release. The campaign encourages consumers to celebrate life and add something special and unique to their day.
The campaign started in November with digital advertising to premium apple consumers, in addition to social media marketing, an influencer program with top food and wellness influencers and grassroots sampling at charity and community events.
“We value our retail partnerships and understand the importance of those relationships, so it’s essential that we provide marketing support and valuable in-store merchandising options,” Roper said in the release. “Our marketing campaign consists of activities designed to provide sampling opportunities and bring consumers in stores, while the new point of sale materials make it easy for the stores to bring unique colors and excitement to the apple section.”
