New Chinese identity Lán Yǒu supported by 2,000 in-store promotions across major Chinese cities as OZblu strengthens position in world’s second-largest blueberry market
OZblu, the premium blueberry brand owned by United Exports, is to launch a trademarked Chinese brand name 蓝有 (Lán Yǒu) at Asia Fruit Logistica 2025 in Hong Kong.
The name has been developed to strengthen OZblu’s local market presence in China – where OZblu is already well established – and to deepen engagement with United Exports’ Chinese customers and their consumers.
According to a press release, the characters 蓝有 combine two ideas: 蓝 (Lán), meaning ‘blue’, represents the blueberry itself; while 有 (Yǒu) means ‘to have’ or ‘possess’ – and also carries connotations of abundance and enjoyment.
Together, the name is said to convey the idea of a blueberry brand that “has it all” – taste, quality, pop, and consistency – while also evoking the notion of a “blue friend” or trusted companion, symbolising blueberries as a cheerful and reliable part of everyday life, and every occasion.
OZblu said the launch of Lán Yǒu reflected its long-term commitment to the Chinese market, where blueberry consumption has seen double-digit growth.
China is now the world’s second largest fresh blueberry market, with demand surging across both traditional retail and e-commerce channels.
Promo push
Over the coming season, 蓝有 will be introduced to consumers through more than 2,000 in-store promotions across major Chinese cities, in partnership with leading retailers and distributors.
To mark the start of the season, OZblu partnered with leading importer Riverking and retailer Yonghui to unveil jumbo-sized Peruvian blueberries in the new Chinese branding, and celebrating the beginning of their new relationship with Yonghui.
“China is one of the most dynamic and rapidly developing blueberry markets in the world,” said Roger Horak, founder and executive chairman of United Exports. “Introducing our Chinese name is an important step for us to build stronger consumer recognition and loyalty in this exciting market.”
OZblu has production in multiple regions worldwide to ensure near year-round supply and is known for its proprietary varieties that offer extended shelf-life, firm texture and consistent, distinctive flavour – attributes particularly valued in China’s fast-expanding retail and e-commerce landscape.
Lán Yǒu will be integrated gradually across packaging, marketing, and consumer engagement in China following its official launch at Asia Fruit Logistica 2025.
