products that the brand will represent. “The
brand delivers a product to customers across
the world that is fun, youthful, healthy and
bold. Most importantly it will be a brand that
will be trusted to deliver consistent quality
sourced from the world’s best growers, always
fresh and great tasting,” said Ackermann.
“With the existing brand awareness, brand
building and association over many years
it is a natural progression for Capespan
to extend this brand offering to their
soft citrus products” says Tonie Fuchs,
Capespan’s managing director. It is in line
with Capespan’s drive to reduce business
complexity and to have fewer and bigger
brands, aligned to Capespan’s global, year-
round product offering.
and deliver exciting new products to these
markets.”
“We are confident that OUTSPAN GEMS will
grow to become an iconic brand among the
fruit brands of the world, representing a mark
of quality, not only in Asia but in all Capespan’s
markets globally.
“We are very proud to build on the OUTSPAN
brand association and we are excited to see
what the OUTSPAN GEMS brand will bring to
the fruit industry over the next 82 years” said
Fuchs.
Capespan, through its marketing channels
and associates in the Far East, JWM Asia,
will launch the OUTSPAN GEMS brand into
markets such as Hong Kong, Singapore,
Thailand and China where there is a big
appetite for the OUTSPAN brand. The brand
will be supported with value-added packaging
and in-store point of sale promotions.
Fuchs says that: “With the forecasted global
growth in soft citrus volumes, our aim is to
create excitement around the unique features
of this exciting commodity. We especially see
significant
opportunities in the Asian markets where
consumers rely heavily on trusted product
brands like Outspan to introduce, develop
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