Youth as a state of mind
Taste research has shown that the refreshingly fruity taste and crunchy bite make Junami most popular among young people and young families. The crisp flesh is ‘comfortable in its own skin’, making the apple a real ‘young ami’, a young friend that appeals to people with a youthful state of mind. All promotional activities are therefore geared specifically to this target group. The campaigns’ effectiveness on this group of young people is moreover measured once a year. Junami has a high retail profitability thanks to the low waste and high margin (read more under Quality).