Challenge
Worldwide Fruit wanted to understand how consumers responded to a red-fleshed apple concept and whether it had the appeal to stand out in a crowded and highly familiar fruit category. The challenge was to assess both novelty and real purchase potential in a market dominated by established varieties.
Approach
We explored consumer perceptions of the concept, including reactions to appearance, intrigue, expected taste, distinctiveness and likely appeal versus standard apples. The study was designed to assess both emotional response and commercial viability, helping the client understand whether the concept felt like a gimmick or a genuinely attractive innovation.
Outcome
The research helped Worldwide Fruit understand what made the concept stand out, where it had strongest appeal and what factors would influence uptake. It gave the team clearer direction on the variety’s market potential and how it might be positioned within a competitive category.