AutumnCrisp Launch Breaks Records in Denmark

Sun World International’s partnership with Salling Group sparked a grape craze in Denmark this fall, introducing AutumnCrisp green seedless grapes to Danish shoppers for the first time — and marking a major milestone for branded produce in Europe.

Since hitting shelves across føtex, Bilka, and Netto, AutumnCrisp has driven momentum with a 90% sales increase, contributing to an overall 25% annual growth in the grape category. This growth is a direct result of the robust campaign that not only introduced shoppers to AutumnCrisp, but also positioned Salling Group as the first retailer in the EU to feature branded grape packaging.

The campaign’s digital footprint matched its in-store success. A high-impact influencer activation generated more than 1.5 million impressions across Instagram and TikTok. In stores, bright displays featuring branded packaging and targeted digital promotions helped turn AutumnCrisp into a must-try item.