Branded fresh produce has been a continually evolving category, said Brena Mengarelli, content manager for Superfresh Growers.

That’s especially true of apples.

“Consumers are constantly chasing the next great thing,” Mengarelli said. “Flavor, texture, and quality are top priorities for shoppers, and a strong brand message can help convey that in the store.”

As an example, Superfresh has seen successful branding efforts take Cosmic Crisp apples from niche to mainstream for many retailers.

And the growth of the shipper’s Autumn Glory fan base has been enormous. Autumn Glory’s social presence has skyrocketed this season, Mengarelli said. Since November, followers of the @autumngloryapple Instagram page have increased by 65%.

Fresh apples haven’t seen the inflation-related problems that have affected the branding opportunities for other produce commodities.

Prices for both core and branded varieties have seen lower this year, thanks to a large 2023 crop.

According to 52-week Nielsen data ending April 20, 2024 cited by Mengarelli, the top six branded apples have increased in both dollar sales and volume.

“While deflation likely contributes to the volume increases, the rise in dollar sales indicates that club varieties remain valued by consumers.”

And while several varieties are down in both volume and dollars year-over-year, most branded varieties are growing. The key to that growth, she added, is creating value for the consumer.

This article is an excerpt from the July 2024 issue of Supermarket Perimeter. You can read the entire Branded Produce feature and more in the digital edition here.