Smaller apples a big opportunity for retailers
Smaller apples a big opportunity for retailers
With an apple crop trending toward smaller-sized fruit, CMI has introduced its HERO snack-sized apple program for school lunches. The company is urging retailers to leverage the early small crop and the success of pouch bags to drive apple category movement in September.
To create packaging for the two-pound apple pouch bags that was authentically kid-friendly, CMI went directly to the target audience: Fourth-graders. According to Katharine Grove, marketing specialist at CMI, initial packaging concepts were shared with school children and teachers to solicit feedback and program improvements.
“We actually went to classrooms and worked with elementary school children, teachers and parents,” Grove said in a press release. “The goal was to create a brand specifically for kids that parents could feel good about as well. We know that parents and kids have different purchasing cues when it comes to buying fruit so it was important for us to understand how to motivate kids and apply those insights to our final packaging.
“Through this process, CMI developed the ultimate HERO character for inclusion in the pouch bag art,” she said. The result is packaging that features bright colors, a heroic cartoon character and key words that trigger responses from kids like “Yum,” “Sweet,” “Juicy” and “Tart.” Messaging on the bags focuses on healthy eating with the empowering slogan, “The power to be a HERO is in your hands.”
Grove added that the smaller size profile of the crop in Washington this year will create more opportunities for retailers to promote small apples. “This is the year for retailers to jump on these programs," she said. "We have more small fruit and we’ve got the marketing vehicles like HERO to drive sales.
“Per Neilsen FreshFacts, over the last 52 weeks two-pound pouch bags had the highest volume growth rate of any package in the apple category,” Grove said. “To energize your apple category for back to school promotions, the time is now.”