"Arnold's" key message is to enjoy its unique and powerful flavour immediately. Why wait until you get home? No one needs to hide this apple in nasty plastic bags or backpacks!

This apple is meant to be eaten without delay, to please its fortunate owner with the instant experience of refreshment. It's the chic, trendy and delicious alternative to burgers and candy bars. Enjoy "Arnold's" taste wherever you are - in coffeehouses, restaurants, shopping malls, on campus, at the movies, on a flight, or in a stadium.

This means a completely innovative positioning on the market. The apple is no longer a merely healthy fruit being eaten very well-behaved at school or at home.

• "Arnold" is eaten to be enjoyed immediately and in public as a strong and healthy alternative to snacks like burgers and chocolate bars.
• "Arnold" makes eating an apple a chic pleasure.
• "Arnold" is for young people with a fast lifestyle.
• "Arnold" can be enjoyed anywhere, anytime, anyplace.
• "Arnold" is not restricted to the fruit shelf but can be found anywhere stylish people want trendy, smart, tasteful, top quality refreshments.