FruitMas­ters introduces new apple taste guide

FruitMasters, the largest fruit cooperative in the Netherlands, has partnered with Essensor and Wageningen University & Research to establish a new standard in the apple category. Following a large-scale taste survey with over 90,000 observations, the company has introduced a new taste guide that helps consumers choose apples based on flavour and texture. This initiative aims to improve the shopping experience and provide clearer options in supermarkets.

From taste segmentation to practical use

Current apple segmentation methods vary widely, often leading to confusion for both consumers and retailers. To address this, FruitMasters and Essensor examined the characteristics of over 40 apple varieties. With a panel of 13 trained tasters and feedback from 241 consumers, they developed a detailed taste segmentation. This new guide allows consumers to select apples based on specific attributes, such as freshness, sweetness, or crispness.

Raising awareness in the apple aisle

To promote the new taste guide, FruitMasters is launching the campaign "Je hebt appels & je hebt appels" ("There are apples & there are apples"). The goal is to encourage consumers to explore beyond their usual choices and try new apple varieties that better match their taste preferences. The campaign is supported by both online and offline activities, including in-store promotional materials and a dedicated website, appelsmaaktest.nl, where consumers can find their ideal apple.

Fruitmasters.com