New target groups: Appel Feinkost focuses on a new brand image and fresh products

The long-established company from Cuxhaven will be adding fresh fish products to its range in the coming years and gradually expanding its delicatessen range. In addition to the still important mainstay of canned fish (FDK), for which Appel Feinkost has been known for over 140 years, products from the chiller cabinet will also be added to the range in a sensible and future-oriented way. To this end, Appel Feinkost will invest in new technologies at the Cuxhaven site, build up expertise and launch new products on the market. In the fresh food sector, Appel will also benefit from the expertise of other companies belonging to the heristo Group.

New design
With this reorientation, Appel Feinkost not only wants to create new consumption occasions, but also inspire new target groups for the brand. Part of the concept is a comprehensive brand relaunch. In terms of design, Appel Feinkost is focusing on a high-quality brand world: with its Nordic, natural and honest look, it picks up on the company's proximity to the North Sea coast.

Sven Tönjes took over the relaunch of the Appel brand as Managing Director of Appel Feinkost GmbH at the beginning of April
The 49-year-old was most recently Managing Director Sales and Marketing at Petri Feinkost GmbH & Co. KG and has many years of experience in the fresh food sector. Appel Feinkost with the lobster in its trademark has been convincing customers for many generations with its innovative products and exclusive taste. The company is part of heristo aktiengesellschaft (Bad Rothenfelde), a family-run and internationally active group of companies that is one of the top-selling companies in the German food industry, the largest European manufacturers of pet food and a globally active trading company. heristo operates production sites in Germany, neighboring European countries and the USA.