Kanzi Apples Hit Peak Sales Months

Late winter and spring have historically been the months when retailers experience a slow decline in apple category performance, according to officials from CMI. New branded apples like Kanzi are providing incremental sales for retailers and proving that consumers are still actively shopping the category in search of new flavors, officials add.

Steve Lutz, vice president of marketing for CMI, cites Nielsen data showing that Kanzi sales peak in March and April. The sales data underscores that there is a tremendous opportunity in March, April and May to maximize sales with apples like Kanzi, says Lutz. 

Lutz reports that the Nielsen supermarket data reveals that last year in March over 2,500 supermarkets nationally added Kanzi to their apple rotation, with over 2,400 carrying Kanzi into April.

"We're seeing that wonderful new branded apples like Kanzi really bring the excitement of seasonality back to the apple category," says Lutz. "At a time of year when the category is beginning to slow and consumers have seen the same products for several months, new items like Kanzi give apple lovers a reason to continue shopping the category."

Lutz adds that above average pricing on apples like Kanzi drives larger transactions for retailers. He notes that because Kanzi sells at a premium to the category average, consumers are typically spending more.

According to Robb Myers, vice president of sales and imports for CMI, the flavor and texture of Kanzi is driving its success. "When we get to spring, consumers tell us they are looking for fresh, intense flavors," says Myers. "Kanzi has the most intense flavor of any apple. It;s absolutely remarkable."

CMI reports that it anticipates an increase in Kanzi imports from New Zealand and Chile beginning in mid-May. Myers says CMI fully expects that imports will allow the company to extend the Kanzi season right through the summer months.