Kissabel®, the coloured-flesh apple brand developed under the IFORED programme, reported strong growth across Europe in 2025 and has now launched its new Southern Hemisphere season. Activity is already underway in Australia, Chile and Argentina, as the brand scales volumes and expands consumer awareness across global markets.
Kissabel brand overview
Kissabel is a premium apple range made up of naturally bred varieties with pink to deep red flesh. Developed through the IFORED programme, it brings together international growers and marketers to create a differentiated fruit category focused on flavour, visual appeal and consistent quality.
At a glance
- European volumes increased by 25% in the 2025 season
- Strong product quality and stable pricing supported performance
- Germany, the UK, France, Switzerland and Italy reported growth
- Southern Hemisphere season now underway across five countries
- Australia leads early commercial development outside Europe
- Chile and Argentina are expanding orchard volumes
- South Africa targets commercial rollout from 2027
European performance strengthens market position
Kissabel delivered a strong 2025 campaign across Europe, with volumes rising by 25% and quality levels remaining high. Retail activity increased through in-store promotions and digital campaigns, helping to build stronger consumer engagement across key markets including Germany, the UK, France and Italy.
Consumer demand driven by product differentiation
The brand continues to benefit from its distinct positioning within the apple category. Coloured flesh and unique flavour profiles create a point of difference at shelf level. Increased visibility through sampling and social media has supported trial and repeat purchase among consumers.
Southern Hemisphere season gains momentum
The new harvest is now underway across Australia, Chile, Argentina, South Africa and New Zealand. Australia is currently the most advanced market, with an established commercial window and active promotional campaigns. Other regions remain focused on scaling supply and developing suitable growing conditions.
Global production expands gradually
Production volumes are increasing as orchards mature in multiple regions. Chile has begun reporting output from commercial orchards, while Argentina continues to build capacity. South Africa is progressing through trials, with early results supporting a planned commercial rollout starting in 2027.
Category implications for fresh produce retail
Kissabel reflects a wider shift towards premium and differentiated fruit offerings in supermarkets. Retailers are prioritising products that can stand out visually and offer a new consumption experience, supporting higher price positioning and stronger margins within the fresh produce category.
Ongoing challenges in scaling and awareness
Maintaining consistent quality while expanding production remains a key focus. In newer markets, brand recognition is still developing, requiring continued investment in marketing and retail activation. Seasonal differences between hemispheres also require careful coordination to ensure supply continuity.
Outlook for global expansion
Kissabel’s next phase will centre on expanding Southern Hemisphere volumes and strengthening its presence in emerging markets. As production increases and awareness builds, the brand is expected to secure a broader position within international retail, supported by year-round supply and continued product differentiation.
