Photo courtesy of Worldwide Fruit Ltd.

After another tasty win, Popular Jazz apples make grand tour of UK at Foodies Festivals

Produce Business report

The “Tatiest Apple in the UK” was on display at the recent Brighton Foodies Festival, and it didn’t disappoint. 

Nearly 10,000 Jazz apples were sampled and tasted by 20,000 attendees at the event over three days.  

Brighton is just one of the many stops on a tour being done by Worldwide Fruit Ltd. to promote the delicious apple that was again named “tastiest’ at the National Fruit Show. Last weekend, the crew showed up in Cardiff and will next embark on stops in Chelmsford, Tatton Park in Cheshire, Glasgow and Oxford. The Foodies Festivals occur throughout the UK during the summer. 

“We haven’t embarked on a consumer sampling campaign since before the pandemic, so we’re thrilled to be on the road again to drive penetration and awareness in targeted areas,” Hannah McIlfatrick, Commercial Director of Worldwide Fruit, said. “ With the season still going strong and the Southern Hemisphere crop on its way, it’s the ideal time to introduce new consumers to the glories of Jazz and show them what the brand is all about. I’m confident we definitely made our mark on Brighton.” 

The event during May Day Bank Holiday Weekend, which featured an “apple sampling wagon”, also included hula hoop and limbo competitions. It is a reminder that just getting out there as a marketing team and showcasing the brand can have serious reach. 

There may have been even more customers, but heavy rain slowed attendance on the final day. Still, Worldwide Fruit found another positive way to deliver apples – donating them to Food Share Sussex and Surrey.  

According to Kantar Worldpanel data, Jazz is the fourth most popular apple in the UK with a spend of £5 million. It can be found in Marks & Spencer, Ocado, Waitrose, Morrisons, Sainsburys, Asda, Tesco, Aldi, Booths, Co-op and Lidl. 

JAZZ™ Apple’s Next Foodies Festival Dates 

Chelmsford, Hylands Park – 21-23rd June 

Tatton Park – 12-14th July 

Glasgow – Rouken Glen Park – 9-11th August 

Oxford – South Parks – 24-26th August 



The Latest from PBUK

Subscribe to PBUK!

Get regular produce industry insights, sign up for our email newsletter below.