After debuting in the Asian market at the end of 2020, Italian apple brand Melinda is now expanding its market share in the region.
Following a partnership with Naturitalia, one of Italy's largest exporters of fresh fruit and vegetables, the company is steadily growing with the aim of becoming the market leader (outside of Italy) for both traditional and copyright apple varieties.The key to that goal is to target major retailers in several of Asia's most important markets.
The quality, origin and sustainability of Melinda apples have won over customers in the Asian market, explains Augusto Renella, export coordinator at Nautritalia, Marketing R&D Manager.
One of the varieties, called Enjoy, has become a sensation in Singapore.The product is sold in a unique tube pack in the online and offline stores of NTUC FairPrice, Singapore's largest supermarket chain.
In neighboring Malaysia, varieties such as Enjoy, Morgana and Tessa are also on the market.
In Hong Kong, many copyright club varieties, as well as non-copyright varieties such as Red Delicious, Golden Delicious and Granny Smith, are sold at ParknShop, one of the two largest food retailers in the region. Also very hot.
In addition, Melinda brand Apple has also entered retail channels in Thailand.
"Our goal is to be a pioneer in the exploration of the Asian market for Italian apples," Renella said."Hong Kong and Singapore are acting as showcases for our brand, where other buyers in the region will see and recognise its quality."
