British-Grown Kissabel Apple Season Kicks Off With In-Store Sampling
The 2026 British Kissabel apple season is underway as Waitrose and Worldwide Fruit carry out promotions in London to engage with shoppers and raise awareness of varietal innovation among British growers.
Marking the start of this year’s harvest, the initiative on 4-10 October, delivered in partnership with Worldwide Fruit, aimed to showcase British-grown produce and celebrate innovation in apple breeding, reports HortNews.
An eye-catching display and sampling opportunities were carried out at Waitrose’s Canary Wharf store in London, bringing to life the naturally red-fleshed fruit which is growing in popularity among UK consumers.
The activation featured a specially constructed Kissabel apple tree and seating area near the store entrance and main checkout, with daily sampling giving shoppers the opportunity to experience the sweet, tangy fruit.
Teams from Waitrose and Worldwide Fruit were on hand to introduce customers to the variety’s distinctive appearance, flavour, and health credentials, building on a supplier-retailer relationship spanning more than 30 years.
“We’re immensely proud to champion British growers and showcase the incredible innovation happening within UK agriculture,” commented Jess Street, Waitrose Apple Buyer.
“The response to Kissabel apples over the past year has been extraordinary, and we’re thrilled to bring this year’s harvest directly to our Canary Wharf shoppers.
“Their striking red flesh and brilliant taste make them a real star of the season, and this interactive activation is the perfect way to celebrate the British apple season with our customers.”
Worldwide Fruit said in a social media post that Kissabel apples represent a “truly distinctive” example of the innovation taking place across the fresh produce sector.
“Kissabel is more than just an apple,” the company stated. “With its striking red flesh and unique flavour profile, it’s a great example of how innovation can bring something new and exciting to consumers, while celebrating the quality of produce available in the UK.
“At Worldwide Fruit, we’re passionate about championing British produce when in season, working with our growers and of course, bringing innovative products to market that give consumers something genuinely different.”
Waitrose sold more than 120 tonnes of Kissabel apples supplied by Worldwide Fruit during last year’s season.
This year’s crop became available in Waitrose on 30 September, ahead of the Canary Wharf promotion.
Developed through more than 20 years of research and four generations of breeding, Kissabel apples first entered commercial orchards in 2016.
The range is now grown internationally, including in the UK, and comprises three types distinguished by their yellow, red, and orange skin.
Harvested at different points in the season, each has its own characteristics, united by the variety’s signature red flesh.
Comments