The wait for its Heavenly taste is over: from 14 January, Cosmic Crisp® is once again available on European markets. Thanks to special events and communications targeted at young and urban consumers, in 2025 the game changer in the apple category will strengthen its positioning as a lifestyle product to enjoy under any sky, from sunrise to sunset.

Cosmic Crisp® will also be flying high in terms of volumes with expected availability rising to 21,000 tonnes of apples, ensuring its heavenly taste can be enjoyed on the market from mid-January through to the middle of the autumn. Thanks to its excellent storage life, Cosmic Crisp® will also guarantee unparalleled freshness right throughout the spring and summer.

“We are really excited to once again be able to meet the demand for Cosmic Crisp® on all reference markets in Europe,” comment Hannes Tauber and Benjamin Laimer, marketing managers of VOG and VIP. “This apple is a genuine game changer thanks to its unique characteristics: its red skin with white lenticels reminiscent of a starry sky, its incredibly fine and crispy flesh, and its perfectly balanced flavour. In addition to these qualities there is also its distinctive positioning, which we will emphasise with special initiatives, creating lifestyle moments that go beyond the confines of the classic tasting.”

The marketing initiatives will get into full swing in the spring and summer in Italy, Spain and Germany, enabling consumers to sample the Heavenly taste of Cosmic Crisp® and inspiring them to enjoy the apple at all times of day, from sunrise to sunset. The highlight of the campaign will be a series of special events in places associated with the sky: held in evocative and modern locations, the tastings will be combined with unique and special lifestyle experiences. April and May will also see the launch of the television campaign, which will take viewers on a dreamlike journey, suspended in time, above a sky dotted with floating apples. Finally, in February a new website will go online that is even more strongly associated with the chosen positioning for Cosmic Crisp® in Europe. Consumers will be able to enjoy the unique pleasure of its consistency and balanced flavour also in stores.

“Thanks to our multichannel campaign, we are able to attract new consumers to the apple category,” conclude Tauber and Laimer. “In order to achieve this, Cosmic Crisp® has positioned itself as a lifestyle product on the fruit and vegetable market thanks to special events, on-trend merchandising, and online and Instagram campaigns: communications aimed at a young urban target.”