Capespan recently launched its new dedicated soft citrus brand OUTSPAN GEMS.

OUTSPAN GEMS is an expansion of Capespan’s iconic citrus brand, OUTSPAN, and will be used exclusively to brand soft citrus varieties produced, procured and marketed globally by Capespan.

The rich heritage of the OUTSPAN brand was a key consideration when Capespan decided to launch the OUTSPAN GEMS brand. “The OUTSPAN GEMS brand will expand the OUTSPAN offering beyond the brand’s core and will highlight the unique attributes offered by selected soft citrus varieties” said Adéle Ackermann, Capespan Group Brand Manager.

The iconic Outspan brand dates back to 1936 when it was the only brand associated with the South African citrus export industry.

It was significant in providing a strong foundation to the South African citrus industry, and therefore the Outspan brand will always be honoured for laying the foundations for the South African citrus industry globally.

Today, 82 years later, and with fruit no longer only sourced from South Africa, Outspan has developed into a truly international brand. Retailers, traders and consumers alike want Outspan quality all year round.

The word GEMS translates perfectly into all languages, especially Asian languages. Its true meaning -brilliant, outstanding and precious – also fittingly describes the qualities of the 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.

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 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.