Jazz apples have been given a new design to further strengthen their place on the premium apple world stage according to the company.
Jazz apples were first created in New Zealand orchards, following a natural union of Royal Gala and Braeburn varieties. Sixteen years later Jazz apples have become a global favourite, being grown in ten countries under a closely controlled quality growing programme, managed by trademark owner and New Zealand’s largest horticulture exporter, T&G Global (formerly Turners and Growers).
T&G Global’s Executive General Manager - Pipfruit, Darren Drury, says the refresh of Jazz represents a major investment by T&G that extends across all touch-points from packaging to promotions, sampling to digital platforms.
“Our consumer research identified an opportunity to reinvigorate the Jazz brand to reinforce its premium proposition,” he explains. “We know we operate in a highly competitive category and that it’s vital to remain relevant while appealing to new consumers. Having discussed it with our growers, sales agents and customers we felt the time was right for a refresh globally.”
Drury says new season fruit will be stamped for sale with the new Jazz logo and T&G Global’s ENZA mark in hopes to give consumers confidence they’re buying consistent, high quality apples with year-round supply.
He also said that T&G is pleased with consistent growth and demand for Jazz across the company’s traditional markets, including Germany, the UK and the USA, alongside newer markets such as Thailand, China and Vietnam and Japan.
“We’ve built up a stronger presence in our key markets and our people are better placed to further support our customers and work alongside growers on our year-round growing programme. We are also looking for new growth opportunities. It’s an exciting time for Jazz and we’re looking forward to sharing our new-look journey with customers, growers and consumers as our refresh rolls out across markets throughout 2017.”
