The European 2024/2025 season has closed with historic success for Pink Lady®, reaching 229,000 tonnes marketed—a record +9% increase in just one year. This unprecedented result consolidates its leadership position in the European premium apple category.
Looking ahead to the new season, the growers of the Pink Lady® Europe Association forecast a harvest of over 240,000 tonnes, representing a +5% increase compared to last year’s crop (229,000 tonnes).
Across all production areas, and despite several episodes of high temperatures this summer, regular rainfall provided favorable growing conditions. The apple size and orchard yields are considered highly satisfactory, ensuring a quality level that meets expectations. The balanced distribution of calibres is also a strategic asset, supporting the brand’s ambitious growth plans across all its markets. This ambition stands out even more in a context where the European apple market is in decline, following 2024’s smallest harvest in the past decade.
AN AMBITIOUS AND DECISIVE 25/26 SEASON
The 2025/2026 campaign will be pivotal for Pink Lady®. The iconic fresh fruit brand aims to go further: to continue growing, to energize the category, and to strengthen its status as a premium leader. Desire, closeness, and experience will be the three key pillars to win over more consumers across Europe.
This season, Pink Lady® will introduce a new communication platform. More aspirational. More inclusive. Bolder. Rolled out across all channels, it will bring a renewed energy to the brand and deliver powerful activations in its key markets. The campaign will officially launch in November, marking a new chapter in Pink Lady®’s history. “In a universe of standardized fruits, we must go beyond product quality. Our ambition: to give charisma to the category and build a lasting, genuine relationship with consumers.”
AN ESSENTIAL PRESENCE IN THE FRUIT & VEGETABLE SECTION
Pink Lady® continues to be a growth driver in a market that is sometimes in decline. With an offer tailored to local needs—different calibres, Pinkids®, organic options—the brand attracts new consumers every year. The organization itself is also evolving: closer to clients and consumers, it seeks to better understand expectations, communicate more effectively, and provide more relevant experiences. Major milestones will once again shape the season, becoming highlights eagerly awaited by both the sector and consumers.
MEDIA, SOCIAL NETWORKS & 360° EXPERIENCES
The brand is increasing its investment in media and expanding its digital presence. Social media remains central to its strategy, with special attention to content creators and TikTok. As the first fruit and vegetable brand to activate on this platform, Pink Lady® is engaging younger generations and boosting its appeal.
From Valentine’s Day onwards, the brand will launch a new in-store experience as part of a comprehensive 360° strategy. Retail media actions, loyalty programs, and in-store activations will be coordinated to deliver immersive and impactful experiences, both on the shelf and in digital environments.
A STRONG AND ENGAGED COMMUNITY
With more than 200,000 active members, Pink Lady® boasts the strongest CRM in the category. Continuously improved, it allows greater personalization and turns consumers into true brand ambassadors. Consumer insights remain a priority: new studies will refine segmentation, measure satisfaction, and provide partners with valuable knowledge to further develop the category.
Pink Lady® also remains committed to its values: collaborative innovation to prepare orchards for the future, the promotion of strong CSR practices, and an ambitious strategy around carbon, water, and biodiversity. A roadmap designed to create value and ensure the sector’s sustainability.
FRUIT ATTRACTION: A KEY EVENT TO LAUNCH THE SEASON
Once again, Pink Lady® will be present at Fruit Attraction in Madrid, with a larger, redesigned stand offering clients an enhanced experience under a fully renewed creative concept (Hall 10, Stand 10D17). Its modern and distinctive design combines Pink Lady®’s iconic color with a close-up of the apple—a symbol of taste pleasure and varietal excellence. More than just a welcoming space, this highly impactful stand will also offer an exclusive preview of the brand’s new communication platform, officially launching in November.
