Records are made to be broken and that’s certainly the case with Honeybear's Pazazz apple. The apple variety continues to break supply and sales records as orchards mature, yields increase, and consumers develop an affinity for Pazazz.
A descendant of the beloved Honeycrisp, Pazazz has a flavor all its own with a perfectly balanced sweet and tart flavor profile. This clean and refreshing apple packs a strong crunch and that flavor does not fade as the season progresses, making it a perfect year-round variety. Apple fans everywhere got the opportunity to enjoy their new favorite apple earlier this season as Pazazz hit the shelves almost a month sooner this year, kicking off with November and early December promotions.
“Hands down, across the board, the quality, color, flavor and crunch of Pazazz has never been better than what we’ve seen coming out of every one of our orchards,” said Don Roper, vice president of sales and marketing at Honeybear Brands. “We recognize that consumers choose Pazazz because of the unique eating experience. An intense flavor profile complimented with the raucous crunch make this apple an immediate apple-fan favorite. This combination of flavor and long season availability, now through summer, makes Pazazz a key addition to elevating any retailer’s apple category."
Complimenting this record crop, Honeybear Brands is continuing its dynamic, multi-pronged marketing campaign generating consumer excitement and driving them in store. The “Find Your Pazazz” campaign encourages shoppers to find that little extra something special in their day that’s unique and alluring. Pazazz playfully encourages cheerful celebration of life’s small but shining moments.
The campaign kicked off in November featuring digital advertising to premium apple consumers as well as social media marketing, an influencer program with top food and wellness influencers and grassroots sampling at charity and community events. All initiatives are focused on local markets where the apple is available and providing consumers with a Pazazz experience that drives repeat purchases.
“We value our retail partnerships and understand the importance of those relationships, so it’s essential that we provide marketing support and valuable in-store merchandizing options,” said Roper. “Our marketing campaign consists of activities designed to provide sampling opportunities and bring consumers in stores, while the new POS materials make it easy for the stores to bring unique colors and excitement to the apple section.”
Honeybear, the pioneer of Honeycrisp in Washington state, has more than thirty years of experience growing apples around the world. This year Honeybear experienced another successful year with expanded acreage and record sales for Pazazz, star of the Honeybear varietal development program. The company grows, picks, packs and delivers premium varieties and customer favorites to major retail banners across North America.