Smaller 
Pink Lady® apples, not meeting the size standards of the branded variety, are given a new lease on life. The PinKids brand was launched almost 10 years ago in the UK and Europe, allowing growers to sell good quality Pink Lady® fruit that is a bit on the smaller side.
According to Craig Chester, APAL Head of Commercial & Brand Development, PinKids is a great example of a branding opportunity that benefits both customers and growers: “It creates opportunities for growers to receive better returns for more of their crop. Taking an industry reality (variable fruit size), and applying clever branding to match a consumer need (smaller sizes for kids).”
“All Pink Lady licensed growers and packers within our many growing regions, from time to time, have the opportunity to use the PinKids brand where they have small sized fruit which meets the Pink Lady quality specifications. The Pink Lady sub-brand helps maintain a higher price for growers.”
Now, apal.org.au reports, the PinKids sub-brand of Pink Lady apples is getting a refresh to emphasize its consumer niche as “an apple for young foodies”. The key marketing message of the brand refresh is that these petit Pink Lady apples mean kids can enjoy the iconic “sweet, juicy burst of flavor” in a perfect serving size.