Fully branded Joya® apples have officially landed on UK shelves this August, bringing their beautiful red blush skin, juicy taste and dependable crunch to shoppers in Sainsbury’s and Aldi.

From a commercial perspective, securing listings in both Sainsbury’s and Aldi marks a significant win for Joya®, injecting fresh energy into the category, increased shopper engagement as well as increased sales. The launch also provides valuable insights to strengthen the case for broader distribution and longer-term listings, with more exciting new opportunities for Joya® in the UK market to come.

With limited time on shelf, the multi-channel marketing campaign has been designed to create maximum stand-out, with bold in-store marketing, eye-catching point of sale, and a program of high-energy sampling activations in key UK transport hubs. The aim? To create instant demand and spark curiosity around the new, vibrant branding.

The summer holidays set the perfect stage for two transport hub sampling events – Manchester Victoria Station (13th August) and Stratford Station (15th August). Here, families experienced Joya® first-hand, with free apples and fun activity packs for kids to enjoy on the journey. With over 8,000 apples handed out, consumers had the perfect opportunity to discover what makes Joya® ‘always crunchy, always juicy, always enjoyable.’

The launch is supported by a multi-channel media plan, combining geo-targeted social advertising, retailer marketing and digital content to reach families and snackers most likely to find Joya® in-store.

With its vibrant look, uplifting flavour and durability for life on the go, Joya® made a big impression on UK shoppers over the northern hemisphere summer. Expect the joy and good times to continue rolling in 2025 and beyond!