New Zealand snack-sized apple brand Rockit has launched a new range in China for the gifting market. The Rockit Gold Selection has been introduced exclusively in the high-end supermarket chain Ole' ahead of the Mid-Autumn Festival and will also be presented at Asia Fruit Logistica (AFL) next week in Hong Kong.
© rockit
Cullen Zhang, Rockit General Manager, Greater China, explained that the Gold Selection is part of the company's approach of tailoring products to specific occasions. "Representing just six percent of Rockit's size profile, Gold Selection is a new range of limited-edition premium apples to elevate consumers' special gifting moments with their loved ones. Rockit Gold Selection apples are the epitome of natural quality and care, carefully selected for exceptional colour, flavour, and quality, and elegantly packed in distinctive gold, shiny packaging," he said.
Zhang added that for the first time, the packaging highlights production conditions in New Zealand. "For the first time on pack, we are highlighting the natural sources that contribute to growing our unique miniature apples, to deliver them from our special place to yours. This includes over 2,250 hours of sunshine every year, a sustainable artesian water source from aquifers up to 300 metres underground, and rich, fertile soil from New Zealand's prime fruit-growing regions. We'll also be sharing our origin story across digital channels later this year, showcasing how our expert growers work in harmony with this land and nature through knowledge, care, and dedication to quality in every little apple crafted," said Zhang.
Earlier this month, Rockit also launched its Small Family Pack in global markets. Rockit Global Product Manager, Kareem Kader, said that this trend is expected to continue into 2025 and 2026. "We're always looking for new ways to innovate and satisfy our consumers' latest needs, and the consumer voice is a key component in determining what new products go to market. Rockit Gold Selection is the perfect serving size for premium consumption occasions, and testing of its label design received strong consumer appeal, highlighting all the right cues for a luxury new product," he said.
Kader added that the company will use AFL to present the new range. "We are thrilled to be showcasing our new Gold Selection range with our customers and partners at AFL next week, along with a sneak peek into more premium gifting products that are due to be launched in China later this year. It's another significant step towards our ambition of becoming the world's most loved apple brand," he said.
Rockit Gold Selection is currently available in Ole' stores in China, with distribution planned to expand to other premium retailers later in the year.
© rockitFor more information:
Rockit Global
Tel: +64 6 878 5664
Email: [email protected]
www.rockitapple.com
