Le Crunch eyes up bigger bite: Le Crunch is undertaking a variety of initiatives in the UK aimed at both children and adults, demonstrating the market's continued importance for French apple producers

摘要

French apple association Le Crunch has put into motion a host of marketing initiatives to help boost consumption of French apples. The campaign began last September by targeting 6,000 schoolchildren, with healthy eating messages being spread by the LeCrunch Crew Playtime Club, a group of apple characters designed especially to appeal to children. A nationwide Le Crunch Apple Day competition followed, offering schools a prize of 3,400 EUR (￡3,000) to spend on playground facilities or healthy eatinginitiatives, and offering smaller prizes for pupils. According to Le Crunch, parents are also being targeted through healthy eating information leaflets.