Bakersfield, Calif.-based Sun World International says it has added Applause and Epic Crisp to its table grape brands.
A midseason green seedless variety, Applause is the Sugrafiftyfour variety, marketed under the Applause brand. It has a sweet, tropical fruity flavor, and it also offers a unique series of limited edition red, green and black seedless grapes with different shapes, sizes, colors and flavors, according to a news release.
Epic Crisp is a midseason green seedless Sugrafiftysix variety and marketed under the Epic Crisp brand, which offers consumers a serious crunch with every bite and sweet, juicy goodness, the release said.
The global breeding and licensing company says the new releases are a part of its branding strategy, which includes marketing brands that bring together multiple varietals with similar attributes. The company says it took this approach to foster consumer recognition and preference, ensuring better returns to growers.
“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 for Sun World International. “Flavored varieties are a niche space in the marketplace. Having multiple unique varietals under one brand, with unique attribute call outs, 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.”
The company said Applause and Epic Crisp will be available for a limited time as production ramps up at Costco, Sam’s Club, Albertson’s, Giant Eagle, H-E-B, Vons, Aldi and Kroger.
