Three years ago, Sassy was a promising new variety finding its feet in New Zealand orchards. Today, it’s commercially grown across four continents, stocked in more than ten markets, and turning heads well beyond the produce aisle.
Global volumes have roughly doubled year on year since launch, and the 2026 season has shown what’s possible when a premium product backs up its branding with real quality, careful growing and retail execution to match. Sassy is only getting started.
Sassy’s first shoots in New Zealand
It all started in New Zealand, one of the world’s best apple-growing countries, where breeding innovation has set the global standard. At Bioeconomy Science Institute (previously Plant & Food Research), breeders spent years chasing an apple resilient to heat, pests and disease, while also filling a genuine gap in the market: an early-season apple with real visual appeal and a sweetness that would resonate with consumers well beyond New Zealand.
That potential brought two of the country’s leading grower-exporters together to found Next Generation Apples, the parent company now behind Sassy worldwide.
Golden Bay Fruit’s Nelson orchards and Taylor Corp’s Hawke’s Bay operation both had strong Sassy seasons this year, with Taylor Corp pushing hard into Taiwan straight after Lunar New Year via successful sampling campaigns across Taipei’s densest neighbourhoods.
Export volumes from Golden Bay Fruit continued flowing to Greater China, South-East Asia and the UK, where Sassy secured ranging at iconic retailers including Tesco and M&S.
A red-hot Aussie harvest
With 140ha now planted, Australia is Sassy’s largest growing region, just ahead of New Zealand’s 120ha, and Redland Fruit’s Shepparton growers have put that scale to work despite struggles with the pre-harvest heat. With temperatures reaching 45°C, fruit quality and volume took a hit across the board, Sassy included. But where many other varieties came through washed out, Sassy stood out with its full block-red finish holding strong. Growers easily sold through their entire crop, landing in Costco Australia and a growing network of premium independent retailers. With 2019 plantings now maturing and growth parameters adjusted with what we learned, 2027 is shaping up to be a significantly bigger season.
Loud and proud in South Africa
While South Africa had a more temperate summer than Australia, it often battles with extreme heat too, which is what really drew growers to Sassy. Now planted across 15ha, the variety is quickly expanding as growers experience first hand how well the fruit colours in hot temperatures and experience the eating quality. This year saw South Africa’s first commercial volumes, with outstanding packout rates above 90 per cent. Managed by TopFruit, Sassy gained ranging across 39 Pick n Pay stores, showing up in branded 1kg pouch bags and supported by in-store tastings, playful giveaways and an influencer campaign that saw the brand build real traction.
The next frontier
Momentum is building fast in the Northern Hemisphere. The NZ-UK Free Trade Agreement is already supporting New Zealand-grown Sassy onto UK shelves at retailers including Tesco and M&S.
Locally-grown fruit isn’t far behind, with Mansfield’s first plantings of UK Sassy trees set to bear their first fruit this autumn, with an ambitious planting programme in place to support year-round counterseasonal supply. Ran Fruit in Azerbaijan will also send its first crop to local retailers this season and SVM in China is progressing toward commercial planting with its growing network. Interest is also building across Japan, Korea, India, Canada and Europe, as growers take notice of what Sassy is achieving in multiple markets.
A brand the world’s noticing
Well-behaved apples seldom make history. Sassy was built to stand out in a category crowded with sameness, with its striking looks, a tongue-in-cheek personality, a balanced sweetness and dense crunch that earns repeat purchases.
“Sassy has picked up real momentum this year, marketing over 100 containers globally while maintaining a premium position,” says Eleni Hogg, Sassy’s global marketing director.
“The brand is gaining traction; retailers are showcasing fully branded packs, featuring in-store visuals and we landed a three-month advertorial campaign with British Vogue off the back of our playful lifestyle photography and Instagram content. Consumers are having genuine fun with the Sassy personality, backed by real taste credentials.”
It builds on a 2024 NZ Food Awards win and a fast-growing online following across social media and trade media, with shoppers even organically posting their own Sassy moments.
The brand has even reached political circles, meeting New Zealand’s prime minister and trade minister, who gave it a LinkedIn shout-out.
The Sass is just getting started
With new regions progressing through the pipeline and existing growers scaling up for bigger seasons ahead, Sassy’s global story is only just beginning. Sassy will be at Asia Fruit Logistica in Hong Kong and most of the Northern Hemisphere shows this year. For growers and retailers ready to be part of what’s next, the conversation starts there.
