With the World Cup in full swing, it is time to field the summer line-up: these are the decisive moments when a team’s true value shines through. Because, as in any major tournament, having great players is important, but what makes the difference is the ability to read the game, adapt to different phases of the match and put together the most suitable line-up for every stage of the competition. This is the same approach taken by VOG – Home of apples, which, also for the summer months, is relying on a comprehensive and well-balanced line-up ready to meet the demands of an increasingly diverse market. The key? A deep understanding of consumers: thanks to careful segmentation, the Consortium builds a product range that caters to every consumer profile, tailoring its offering to specific target groups, uses and channels, and creating value for the entire apple sector.
This vision is embodied in the strategic concept that consistently guides VOG’s communication with consumers and customers. Inspired by the world of football, this approach makes it possible to present the Consortium’s offering in a clear and immediate way, guiding decisions on purchasing, product range and category management. This is a crucial strategy in a context where apples are playing an increasingly central role in consumer habits and are becoming ever less tied to seasonality: over 90% of European consumers buy them regularly and, in most cases, several times a week*. This figure confirms that apples are not a product linked to specific times of the year, but a constant fixture in the shopping trolley throughout all 12 months.
THE SUMMER LINE-UP: THE TEAM ON THE PITCH
VOG is therefore also looking strong this summer with a well-balanced line-up: an impenetrable goal, a solid defence, a strong and incisive midfield, and an ever-evolving attack, ready to find the back of the net.
The Lene® brand varieties are in goal, designed for consumers who are most price-sensitive and responsive to promotions. The Marlene® brand takes its place in defence, a long-standing pillar of the team with varieties such as Granny Smith and Golden Delicious, appreciated by consumers who value tradition and see the apple as an everyday food suitable for the whole family.
The game takes shape in midfield, with offerings linked to sustainability and highly recognisable brands. On one side, in the central midfield role, are Natyra® and Inored Story®, sought after by consumers who prioritise a sustainable lifestyle, seasonal produce and organic apples, whilst in the attacking midfield are Pink Lady® and Kanzi®, the go-to choices for those seeking quality and distinctiveness.
Up front, VOG fields innovative brands that tap into new tastes and uses, targeting a demographic attuned to trends and new developments. These include Cosmic Crisp®, the game changer apple that has starred in numerous lifestyle positioning campaigns this summer. Alongside it are Giga® and RedPop®, both distinctive and complementary: the former, large and generous, is ideal for sharing; the latter, small, practical, juicy and sweet, is the perfect snack for a moment of self-indulgence. Both are set to liven up the coming months with two exceptional collaborations alongside the heroes of the DC universe: Giga® with Superman and RedPop® with Supergirl for a summer of flavour and adventure.
“This team is built on balance, strategy and vision, where variety, brands and formats each play a well-defined and complementary role, enabling us to guarantee continuous supply, consistent quality and a range designed to cater for different tastes, needs and consumption occasions. Just like in a top-level team, value stems from the ability to place each element in the right position: the aim is to satisfy consumers throughout the entire purchasing journey, offering reliability, innovation and incentives that keep interest high. For retailers, this means being able to rely on a clear, dynamic and well-segmented product range that enhances the offering, promoting stock turnover and contributing to the growth of the store,” comments Hannes Tauber, VOG Marketing Manager.
As in major competitions, success stems from a balance between the different departments and the ability to make the most of every talent at the right moment. This is VOG’s philosophy: a team effort built around consumers’ needs and fuelled by constant collaboration with commercial partners.
*Data from a survey conducted by YouGov on behalf of VOG in October 2025, based on online interviews with a sample of 16,000 adult respondents across 11 European markets.
