"2025 kicked off with a great harvest and a strong, consistent crop – with a delightfully sweet and crisp taste – with over 230 million high-quality, premium Rockit™ apples forecast to be exported to our global markets this year. Favourable weather conditions enhanced fruit size and colour, with very low instances of pest and disease, said Grant McBeath, Rockit Global CEO.
"Unlike any other apple, Rockit™ apples are produced, distributed, and marketed as a unique branded offering. With an ambition to become the world's most loved apple brand, we drive innovation and fresh ideas across every part of our value chain, which our customers and consumers love – our brand sentiment is currently at a record 90 percent, up four percent on Q4 2024."
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New Zealand export volumes to Rockit's global markets are up over 40 percent on this time last year. Mainland China remains the leading market opportunity, with other key markets including Greater China (Taiwan and Hong Kong), Southeast Asia, North America, and the Middle East.
Chinese market
"50 percent of our business is in China, and we've seen almost 140 percent growth over the past five years (2024 versus 2020). Rockit's global brand positioning focuses on healthy, tasty snacking, and in China, we are continuously localizing our positioning to align more closely with insights and consumption occasions of Chinese consumers, who have a strong appetite for our delightfully sweet and crisp miniature apples and loyalty for the Rockit brand.
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"We've invested a lot of time responding to the unique customer needs in China, and have developed an occasion-based marketing strategy which resonates well with Chinese consumers. This includes our new product categories, including a Snack Pack for impulse purchases, a Daily Pack for high frequency consumption, Family Packs for sharing moments, and Gift Packs for festivals and always-on gifting moments.
"We have seen significant growth in our China-based team, which has expanded our in-market capability to help drive awareness and belief in the Rockit value proposition. This has enabled us to make significant strides with our existing distributors and increase our global distribution network. We've established two new Rockit flagship stores in the top two wholesale markets in China, and incorporated our new value proposition into innovative marketing campaigns with strong investment into online and offline activity, which is landing strongly in modern trade.
Rockit has also introduced a brand character, Rocki, across all the new Rockit™ apple products categories this year, and will also launch new gift packs and labels in China later this year.
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Partnership with Xian Feng
Xian Feng is one of China's top three fruit store chains with 2,400 stores in China, and they will launch 50 new stores per month this year, allowing Rockit to go deeper with their distribution in this key market. "This partnership continues the strong momentum we have already achieved in China this year and helps to build continued confidence in the Rockit brand. This is the first time we have had such a high-level endorsement at a signing ceremony – with the New Zealand Prime Minister, Christopher Luxon, and other senior officers in attendance."
Rockit will be at Asia Fruit Logistica in Hall 5, stand J01.
For more information:
Anna Murray
Rockit
Tel: +64 6 974 2802
[email protected]
www.rockitapple.com
