Can a New Apple Take Over the World?

07-11-2019    19:24   |    BBC News

When you hear that a new variety of apple is being launched with a multi-million dollar marketing campaign, you might wonder if you were listening properly, and whether the product is actually an Apple iPhone.

But now starting to hit grocery shelves in the US, and then overseas early in 2020, is a new American-born apple that its backers are convinced will become the new global bestseller - the Cosmic Crisp.

"The stars are aligning for this apple," says Kathryn Grandy, marketing director of US fruit firm Proprietary Variety Management (PVM), the company handling the $10m (£7.9m) launch of the new variety.

A cross-breed between two existing apples - the Honeycrisp and the Enterprise - advocates of the Crisp describe it as some sort of apple holy grail. It is said to be sweet, crisp and juicy. But as importantly, it is said to have a previously unheralded shelf life, staying fresh for up to a year if kept chilled.

"The Cosmic Crisp maintains excellent eating quality in refrigerated storage, easily for 10 to 12 months," says Kate Evans, who co-led the apple's breading programming at Washington State University's department of horticulture.

 

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Photo Courtesy of BBC News


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