Oppy and T&G Global Celebrate the Growth of the Envy™ Apple
VANCOUVER, CANADA - The apple category has been causing waves lately, and T&G’s Envy™ is sitting pretty on top. Recent independent research revealed that shoppers voted Envy in a top place in terms of flavor, texture, aroma, and appearance after being tested against category stalwarts. Newcomers like Cosmic Crisp®, Jazz™, and Ambrosia came close behind the balanced sweetness and crispy juiciness of Envy, according to New-Zealand-based FORWARD Insight & Strategy and much to T&G and Oppy’s delight.
“We’ve always known Envy is one of the best experiential apples, particularly its beautifully balanced sweetness,” said Gareth Edgecombe, CEO of Auckland, New Zealand-based T&G Global, owner of the Envy brand. “This research independently substantiates our beliefs, and we’re thrilled consumers view Envy as ‘the ideal eating experience.’ We are seeing strong interest from retailers, in partnering with us at the shelf, to bring this exceptional apple to their shoppers year-round.”
Envy’s size, shape, and interior flesh appearance—which naturally stays whiter longer—were some of the top reasons why Envy ranked number one with the consumers in the study. FORWARD oversaw consumer and shopper-focused, category-wide studies in three phases: focus groups, retail-based shopper shadowing, and in-home visits. The shocker? Shopper results showed that most consumers actually don’t have much knowledge on the apple category, nor have much committed loyalty to any one variety. At most, five varietals comprise around 75 percent of retail sales—Honeycrisp, Gala, Fuji, Granny Smith, and Red Delicious.
But wait, there’s another twist: Shoppers also disclosed that they would try—and perhaps switch to—a better-tasting, year-round apple. The catch is only if they knew it existed and the variety was consistently stocked in their grocery stores.
“Data demonstrates how apple consumers are prepared to switch to varieties offering better taste and texture, as well as consistent quality, throughout the year,” said Carlo Magni, Partner and Director at FORWARD. “Innovation is well received by consumers in the apple category in the USA, with high expectations of continuously improved eating experiences and consistency, alike.”
Additional Envy insights support FORWARD’s findings, including the apple’s continuous spot as the number two variety in category YOY-volume and -dollar gains and its 2017 and 2018 victories in the U.S. Apple Association’s “Munch Madness Championship.” Fans ranging from Cher to Olympic gold medalist Maya DiRado to Kourtney Kardashian covet Envy as well and are strong advocates for the juicy red apple that’s available 365 days a year.
“As we know, research only influences when actioned. Therefore, we look forward to merchandising and promoting Envy—in the most targeted and sales driving manner for retailers—so shoppers can sort through the noise in a crowded category,” said Audrey Desnoyers, Oppy’s National Business Development and Seattle Sales Manager. “Envy is the apple they want.”
Stock up on this enviable variety to cash in this season. For more tantalizing produce news, keep reading ANUK.