By Fred Searle

Club variety overtakes Cox to become UK’s fifth best-selling apple following brand refresh

Jazz has overtaken Cox to become the UK’s fifth-most popular apple, growing its retail sales to an all-time high of £46.5 million.



Kantar data reveals that consumer spend on Jazz in the 52 weeks to 25 March 2018 rose from £42.17m to £46.47m, contributing to a 39.7 per cent sales rise over the last three years.

A brand refresh prior to last year’s Fruit Logistica saw changes to Jazz’s packaging, promotion and global digital platforms, and the variety continues to go from strength to strength with over 250,000 trees set to be planted in the UK over the next three years.

The Braeburn-Royal Gala cross also finished first and second in the category of ‘UK’s Tastiest Apple’ at the National Fruit Show in October 2017, with entries from growers Peter Chandler and Simon Bray impressing the judges.

Gary Harrison, commercial manager of both Jazz and fruit supplier Worldwide Fruit, said: “We’re thrilled to reach this fantastic milestone and become the UK’s fifth favourite apple. It just shows you how far the variety has come since it first launched in the UK in 2004.

“The credit has to go to the legendary Jazz growers around the world who ensure top quality fruit all year round in our supermarkets and wholesale markets. Without their hard work, dedication and passion we wouldn’t be where we are today, so this news is as much for them as it is for us.”

Reports of Jazz’s continued sales rise coincide with the beginning of its Southern Hemisphere season, due to commence in three weeks’ time.

Meanwhile, the variety’s summer sampling campaign will see free samples of the apple being handed out at the BBC Good Food and Gardeners Show in Birmingham in June.

The variety is now grown in more than ten countries under a closely controlled growing programme managed by T&G Global.