Pink Lady Europe is reporting volume growth in key markets, despite ongoing pressure in the broader European apple market. The brand noted increases in France (+5%), Italy (+5%), and Ireland (+7%) as drivers of the positive trend.
The company unveiled its roadmap through 2026 at the Fruit Logistica trade show, centered around a fresh brand platform: ‘Very crunchy. Very juicy. Very cool.’ This initiative signals a new phase for Pink Lady, with a focus on solidifying its position as a leading desirable fruit brand.
The ‘Very crunchy. Very juicy. Very cool’ platform will be integrated across all brand touchpoints, beginning with a Valentine’s Day activation in key countries. This will include television, digital media, and billboard advertising.
For the first time, Pink Lady will invest in urban billboards in France, Italy, Spain, Sweden, and Germany, as well as advertising on public transportation systems like the Milan tram and the Paris Metro.
Pink Lady Europe presents a roadmap for 2026 with the celebration of Fruit Logistica. Driven by its new brand platform ‘Very crunchy. Very juicy. Very cool’, Pink Lady begins a new phase of its development
According to company sources, “This platform allows us to express the brand promise (crunchy texture, juiciness, pleasure), while likewise positioning it in more lifestyle and emotional territories. It acts as an integrating creative framework capable of fueling diverse activations (influencer marketing, cultural alliances or experiences), guaranteeing strong coherence.”
The company is also prioritizing customer relationship management (CRM) as a strategic lever, shifting from a contact-based approach to building an active, engaged, and lasting community of brand ambassadors. Pink Lady Europe is reinforcing its data analytics capabilities and consumer listening systems to inform strategic decisions.
The company emphasized that consumer perceptions – including brand awareness, image, desirability, price perception, and emotional drivers – are now central to all decision-making, from creative and media strategies to CRM and retail approaches. Pink Lady is integrating consumer satisfaction measurement, using the Net Promoter Score (NPS), as a key performance indicator.
The move towards a more consumer-centric approach reflects a broader industry trend of prioritizing brand loyalty and understanding evolving customer preferences. The company’s focus on data-driven insights and community building is expected to support sustained growth in a competitive market.
