KIKU® apples set supermarket sales records for April, leading performance in the apple category according to just released data from Nielsen Perishables Group. For the most recent four week period ending April 29, 2015, U.S. supermarket sales of KIKU® increased by 484%, the largest increase in the apple category. KIKU® volume increased by 615%.
Steve Lutz, Vice President of Marketing for CMI, said that the strong performance for KIKU® is all the more impressive given the record storage holdings and wide availability of apples. “During April, KIKU® had stronger increases in sales and volume than every other branded apple or any individual variety. It’s quite stunning,” said Lutz. Lutz added, “Nielsen data breaks out 40 different apple brands and varieties. No other apple came close to matching this performance.”
According to Lutz, the category sales increases being driven by branded apples like KIKU® is good news for retailers struggling with dollar deflation in the apple category. The record apple harvest last fall resulted in low pricing through the entire season, driving down prices at the supermarket level. According to Nielsen, for the most recent four week period ending April 29, 2015, apple category retail pricing declined by 6.9%.
Robb Myers, CMI’s Vice President of Sales, says high value apples like KIKU® are having a significant impact in driving category performance for retailers. “If you examine performance of the top 15 selling apple brands and varieties, only five generated dollar increases for supermarkets over the same period last year. Other than Honeycrisp every growth item was a branded apple like KIKU®.”
Myers says KIKU® is well positioned for continued growth well into the summer months. “We have strong alliances with incredible growers in New Zealand,” said Myers. “We have a full supply of imported KIKU ready to go right now for retailers looking to drive incremental growth in the apple category.”
About KIKU® brand apples
Steadily growing in popularity, KIKU® apples have gained a devoted following among apple connoisseurs who adore their super sweet flavor and overall aromatic intensity. KIKU® apples are very exotic with a super sweet taste, crunchy flesh, and high juice content. Visually, KIKU® apples stand out from the crowd, with their distinctive striping and ruby-red coloration. Perfect for snacking, salads and cooking, KIKU® apples are incredibly versatile.
Learn about the KIKU® Alliance
KIKU® brand apples come from select growers in strategic regions across the United States. CMI and its growers in Washington State (Columbia Fruit Packers) were given the opportunity to develop the North American market for KIKU® and thus formed the KIKU® brand Alliance.
According to Bob Mast, President of CMI, the Alliance is represented by a group of 3 of the leading grower/shippers in North America – CMI in Washington State, Rice Fruit Company in Pennsylvania and Applewood Orchards, Inc. in Michigan. “We wanted to be able to offer consumers product out of the Northwest as well as regional and local programs and that is why we felt very strongly about teaming up with two premier growers in the Midwest and Eastern parts of the United States,” said Mast.
KIKU® is a registered trademark of KIKU® Srl-GmbH, Italy, not an apple variety.
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About CMI
Columbia Marketing International (CMI) is one of Washington State’s largest growers, shippers and packers of premium quality apples, pears, cherries and organics. Based in Wenatchee, WA, CMI delivers outstanding fruit across the U.S.A. and exports to over 60 countries worldwide. For more information, visit www.cmiapples.com
Source: Columbia Marketing International (CMI)
