As consumers increasingly look for fruit that stands out for its flavour rather than its appearance alone, the Italian producer Granfrutta Zani has introduced a new premium European plum brand named Viùlet. The project is the result of years of varietal selection, with one clear objective: to offer consumers a plum distinguished by outstanding taste, crisp texture and natural sweetness.
Unlike many recent fruit development projects that focus primarily on visual appeal and transportability, Viùlet places eating quality at the centre. The brand combines three carefully selected European plum varieties, each with its own flavour profile while sharing exceptional juiciness and excellent organoleptic quality.
The sweetest variety, Viùlet 4306, features bicoloured skin, yellow flesh and sugar levels ranging from 20 to 25° Brix. Viùlet 2410 has purple skin and a more pronounced acidic note, while Viùlet 5275 offers an excellent balance of sweetness and acidity, producing larger fruits with 16 to 22° Brix.
The plums are grown mainly in Emilia-Romagna and Veneto and are marketed from late July until the end of August. This production window allows the company to strengthen the European plum category during a key commercial period while offering consumers a premium-quality product.
According to Granfrutta Zani, Viùlet also reflects changing consumer habits. Its crisp texture, natural sweetness, and convenience make it an ideal healthy snack to enjoy throughout the day. The fruit is sold exclusively through major retail chains in Italy and international markets, packed in transparent 600-gram trays featuring a QR code that provides consumers with additional information about the varieties and the project behind the brand.
Italy Expands Its Premium Plum Strategy
Although Italy is internationally recognised for apples, pears, kiwifruit and peaches, plums remain an important part of the country’s fruit industry. The main production areas include Emilia-Romagna, Veneto, Campania and Lazio, where both European and Japanese plum varieties are cultivated. Thanks to an extensive varietal calendar, harvesting extends from early summer well into autumn.
In recent years, Italian growers have increasingly invested in premium brands and new varieties that differentiate themselves through superior flavour rather than high yields alone. Viùlet represents one of the latest examples of this strategy, aiming to create greater added value throughout the stone-fruit sector.
