AUTUMNCRISP Grapes Launch Creates Buzz, Breaks Records

Retail Partnership between Sun World International, Salling Group Generated 90% Increase in Sales Growth, 1.5 Million Social Impressions; Sets New Benchmark for Branded Grapes in Europe

BAKERSIFIELD, Calif. – Sun World International’s partnership with Salling Group has sparked a grape craze in Denmark this fall, introducing AUTUMNCRISP green seedless grapes to Danish shoppers for the first time — and marking a major milestone for branded produce in Europe.

Since hitting shelves across føtex, Bilka, and Netto, AUTUMNCRISP has driven remarkable momentum with a 90% sales increase, contributing to an overall 25% annual growth in the grape category. This growth is a direct result of the robust campaign which not only introduced shoppers to AUTUMNCRISP’s signature crisp bite and perfectly balanced sweetness but also positioned Salling Group as the first retailer in the EU to feature branded grape packaging, setting a bold new tone for the category and for branded produce overall.

“This partnership brought together two ends of the innovation spectrum,” said Elena Hernandez, Director of Global Marketing at Sun World International. “At Sun World, everything begins with science: pioneering breeding technologies that deliver the taste, texture, and eating experience consumers crave. Our licensees bring that promise to life in the vineyard, but it’s our retail partners who complete the story. Retailers like Salling Group translate great fruit into a great experience, creating the connection point where shoppers discover, choose, and fall in love with our brands. Their success is an example of what happens when an exceptional product meets exceptional execution. Together, we built a retail model designed to resonate with consumers from first discovery to the 
last bite.”

The campaign’s digital footprint matched its in-store success. A high-impact influencer activation generated more than 1.5 million impressions across Instagram and TikTok. Danish food and lifestyle creators showcased AUTUMNCRISP’s giant size, luminous color, and refreshing flavor through snackable recipes and shareable moments, inspiring trial and driving buzz among new audiences. In stores, bright displays featuring branded packaging and targeted digital promotions helped turn AUTUMNCRISP into a must-try item throughout Salling Group’s banner stores such as føtex, Bilka, and Netto.

“At Salling Group, we’re always looking for ways to delight our customers,” said Anders Juul, category manager, fruit and vegetables at Salling Group. “AUTUMNCRISP grapes delivered on every front — flavor, freshness, and innovation — and quickly became a fan favorite. This launch underscores our commitment to bringing the very best in fresh produce to Danish households and reflects the connection between the shopping and eating experience we aim to bring to everyone who steps foot in our stores.”

The launch marked just the beginning of a fruitful partnership. As AUTUMNCRISP continues to win over Danish households, Sun World and Salling Group are already exploring new ways to bring even more flavor, freshness, and innovation to produce aisles across Europe.

About Sun World International
Sun World International is a global leader in fruit breeding, licensing, and marketing, dedicated to developing superior produce varieties and supporting its network of growers with cutting-edge solutions. With a focus on quality, innovation and sustainability, Sun World continues to shape the future of fresh produce. For more information, visit sun-world.com.

About Salling Group 

Salling Group’s history stretches back more than 100 years to 1906. Over the years, the company has developed dramatically, and what began as a small draper’s shop in Aarhus is today an international retailing group. Today, we are still working to make everyday life easier for our customers and provide the best shopping experience, whether customers visit us in our stores or online. Together with the Salling Foundations, we use our profits to invest in activities that help and inspire our customers in their everyday lives. We create opportunities for people from all parts of society and drive more sustainable development. Salling Group is the largest retailing group in Denmark. For more information, visit www.sallinggroup.com