After extensive studies, they came up with three key reasons why consumers are not eating apples as before. The first reason was the lack of flavour and texture. Second was that they were finding this satisfaction in other fruits and the last reason—diverse consumer expectations.
This study gave them a better idea of how they can cater to these modern shoppers. Eventually, they came up with a refined assortment approach. Firstly, Blue Whale tested this model at select Leclerc stores. They ensured clear markings and diverse offerings in the apple section. This is how they are enjoying a 46% revenue boost for the category—effectiveness proven.
When it comes to varieties, CANDINE is one of their prime offerings that a young, snack-focused consumer will definitely like. Plus, they categorised apples in a way that every consumer type can easily pick based on their requirements.
Their point of view came out to be effective in boosting revenue but also set a benchmark in the fresh fruit sector. This expertise will let them shine at FRUIT LOGISTICA 2025 in Berlin.
