Melinda takes the Dolcevita to the Tour of the Alps

The Tour of the Alps is an international cycling event that seeks to excite riders and fans alike with its spirited atmosphere, the beauty of the alpine landscapes, and the colors of unspoiled nature. It’s the perfect setting for Melinda to confirm its role as the ideal partner for the 46th edition, to be held from April 17 to 21 in the Tirol-Südtirol/Alto Adige-Trentino Euroregion.

Melinda has recently launched a new brand of sweet apples, the Dolcevita, to the international market, specifically targeted at youngsters, which is in perfect harmony with the ethos of the Tour of the Alps.

“Melinda embraces the world of sweetness with the Dolcevita, an aesthetically pleasing brand that our Consortium strongly believes in. We’ve promoted this brand through a major TV campaign, as well as through many diverse initiatives with a goal to position it in the national and international market. The Tour of the Alps is the ideal platform for this promotional strategy,” explained Melinda’s General Manager, Paolo Gerevini.

Established in 1989 and composed of 4000 members, Melinda is a renowned consortium throughout the world. The brand seeks to enhance its offerings while strengthening its sustainability commitment through new environmentally-friendly cultivation methods, such as hypogeal cells. In addition, the company stands out for its presence in the market of processed products, which have garnered it a reputation for its innovative technologies that preserve the product’s natural qualities.

As an event Golden Sponsor, Melinda will brand the green jersey of the 2023 Tour of the Alps GC leader, who will be able to seize that sweet podium moment with a taste of the new Dolcevita. 

“We are delighted to give Melinda a global platform to treat us to the taste of their apples. Melinda is a great supporter of cycling and of our event,” said the GS Alto Garda President, Giacomo Santini.