NEWARK, NY - Apple varieties have taken off in recent years, making the produce department a colorful and robust destination for texture, color, and flavor. At times, the sheer volume of varieties can be overwhelming, but a standout group continues to be the rising tide lifting all boats. Part of that exclusive group is SnapDragon® apples, represented by the trailblazing Crunch Time Apple Growers.

“SnapDragon demand has really stood out this season because it’s accelerating faster than the overall apple category, both in bags and bulk,” Jessica Wells, Executive Director, tells me. “We are seeing significant year-over-year gains, showing that shoppers are actively seeking our apples as return customers, while shoppers are also still discovering them for the first time. This season really feels like SnapDragon is hitting a new gear. With more acreage reaching maturity, there’s more fruit available, and retailers are seeing it move faster than ever.”

As Jessica details, demand is still especially strong in core East Coast markets, but Crunch Time is also seeing real momentum in new regions as the apple reaches more shoppers.

“Overall, it’s shaping up to be one of SnapDragon’s biggest and most exciting seasons yet, building on past success but on a larger scale,” Jessica reflects. “The apple’s strongest performance this season is coming from markets where both SnapDragon availability and awareness are highest. Sales have been especially strong along the East Coast and into the Southeast, where the variety has built a loyal consumer following, and retailers maintain a consistent supply.”

SnapDragon apples are not just making waves in the supermarket, but also as the official apples of the Buffalo Bills.

“SnapDragon received an extra boost from Bills Mafia fans, who proudly sought it out in stores as part of their game-day spirit and hometown pride—not just in Buffalo but across the country,” Jessica expresses. “At the same time, Crunch Time is seeing SnapDragon momentum grow beyond its traditional footprint. With expanded distribution into Texas and other major markets, more shoppers are discovering the apple for the first time. We’re also seeing more retailers in the Midwest start to carry SnapDragon more consistently, which is helping the apple keep growing. And with fun local partnerships and cultural tie-ins, including big sports collaborations, SnapDragon is showing up in more places and getting even more attention from shoppers in key regions.”

Merchandising and promotional tactics are also helping retailers drive stronger velocity for SnapDragon.

“Retailers are leaning into strong merchandising that helps SnapDragon stand out and move quickly. With a big crop this season, the focus has been on driving demand through eye-catching packaging and displays that pop in the produce section and make the variety easy to spot,” Jessica notes. “Promotions are designed to capture both repeat buyers who already love SnapDragon and first-time buyers who are curious to taste something new. That combination of visibility and trial-focused marketing is translating into stronger velocity at retail.”

Looking to find out how to maximize the advantages of SnapDragon’s demand? Check back as we bring you more from Crunch Time Apple Growers.