Montague brings Kissabel® to Australia

The newly-launched red-fleshed apple brand Kissabel® will be managed in Australia by Montague and available for sampling to consumers by 2020.

Montague is part of an international consortium comprising 14 of the biggest premium apple producers from five continents managing the commercialisation of apples bred by French company Infored and marketed under the brand Kissabel®, which was launched in Madrid on October 19.

The Kissabel® range comprises three categories – Kissabel Red®, Kissabel Orange® and Kissabel Jaune®.

Kissabel® fruit is the outcome of more than 20 years of research conducted by French breeder IFO, in which red-flesh wild apples were crossed with varieties of outstanding quality in terms of flavour, keeping, appearance and fruit size. IFO believes the result is a unique assortment of red-flesh apples, which differ in flesh shade, skin colour, flavour and harvest timing.

Three categories representing the Kissabel® range – Kissabel® Red, Kissabel® Orange and Kissabel® Jaune – will hit European markets in the coming weeks and are already being trialled by Montague in Australian orchards at four different locations to understand how the cultivars perform.  Montague aims to plant 14 varieties in the coming years, expecting to have fruit available for Australian sampling to consumers by 2020.

Expressions of interest to grow the apple have not yet opened, but when they do anyone interested in growing the apple can apply to Montague to do so under their grower program.

Kissabel® will join Montague’s portfolio of branded apples which include the highly successful Jazz™, Smitten™, Envy™, and Ambrosia®.

“We are honoured to be partnering with international breeders Ifored, on the Kissabel® launch,” said Rowan Little, General Manager Intellectual Property at Montague.

“We are in the process of reinvigorating the Australian apple market and are very excited about this opportunity.”

High value, branded varieties were identified as key to meeting goals of exporting 10pc of Australian apple and pear production by 2027 set out in the recently-released Apple and Pear Industry Export Development Strategy.

Kissabel® will be marketed under the strapline “I’m red inside”. The brand philosophy is to offer a range of innovative, completely natural, tempting apples, striking in both appearance and taste.

Ifored Chairman Bruno Essner said the Kissabel® brand was characterised by the surprise of crunching into an apple and discovering its unique flesh colour and amazing flavour.

The range comprises:

Kissabel® Rouge – With red skin and flesh, this fresh, crisp variety has a bright colour and intense flavour, enriched with hints of berries.

 Kissabel® Orange – The attractive orange skin is recognisable at a glance, and conceals astonishing pinkred flesh. Firm and juicy, it has a perfect sweet- tart balance.

Kissabel® Jaune – A bite into the freckled yellow skin reveals sweet, attractive flesh with delicate pink nuances. This variety has very good storeability.

 

Watch the Kissabel video

 

By |November 1st, 2017|Branding, News|

About the Author:

Manager Communications & Media, Apple and Pear Australia Ltd
abarber@apal.org.au
03 9329 3511