Exclusive distribution agreement aims to more than double sales volumes in Rockit’s second-largest market over the next five years
Snack apple brand Rockit and its Hong Kong import partner Freco have marked a new chapter in their long-standing collaboration with the signing of five-year exclusive distribution agreement.
At a recent signing ceremony in Hong Kong attended by senior leadership from both companies, Rockit Global CEO Grant McBeath and Freco business development director Sam Sin reflected on the evolution of the partnership and outlined plans to more than double sales to over 250 containers in the next five years.
Hong Kong has grown rapidly to become Rockit’s second-largest market worldwide, despite its relatively modest population of around 7.5m. McBeath said Rockit’s earlier move to appoint Freco as its exclusive distributor was key to this success, citing “a shared ambition and long-term commitment to market development”.
“Freco was one of the first distributors to fully embrace Rockit as a brand-led, consumer-focused business,” McBeath told Fruitnet. “They led bold and innovative activations – from Rockit-branded trams and influencer partnerships to pop-up events and unique consumer experiences, including integrating Rockit apples into café settings.”
Rockit has achieved five-fold volume growth in Hong Kong under the partnership, according to Sin, with sales on course to reach 100 containers this season. But he stressed the achievements go beyond “sheer volume”.
“We have pioneered FMCG-style marketing in the fresh produce sector, successfully executing groundbreaking IP crossover campaigns,” he said. “By treating Rockit not just as a fruit, but as a premium lifestyle and FMCG brand, we have transformed consumer expectations and set a new benchmark for fresh produce marketing.”
Long-term investment
Looking ahead, both companies said the five-year exclusivity agreement provides stability in an uncertain global supply chain environment and creates the conditions for long-term investment and strategic expansion.
“Our core objective is to achieve a 100 per cent penetration rate across all retail and distribution channels,” Sin told Fruitnet. “To support diverse consumer needs, we will be rolling out various packing formats tailored for different usage occasions – from convenience stores to high-end supermarkets.
“Ultimately, this exclusivity is the foundation that will allow us to target over 250 containers in the next five years, securing Rockit’s position as a household staple in Hong Kong.”
Boosting supply chain capability is a major focus of the next phase. Sin confirmed that Freco is investing in its dedicated fresh produce logistics arm, which is being developed into a standalone business entity. “This strategic move enables us to heavily invest in a larger, state-of-the-art warehouse and cold-chain system,” he said. “For Rockit, that means unparalleled quality control, extended shelf-life and the agile distribution network required to support the massive volume we have planned.”
Greater brand reach
On the broader regional strategy, McBeath said Hong Kong plays a critical role as a gateway to Greater China – and in shaping consumer behaviour.
“Hong Kong and the Greater Bay area form one of the most vibrant city clusters in the world, with significant cross-border movement. Hong Kong consumers frequently travel into Shenzhen and the wider mainland, while mainland China remains the number one source of visitors into Hong Kong,” he said.
“That connectivity creates a natural synergy for the Rockit brand. What we build in Hong Kong can influence how consumers experience the brand more broadly across Greater China.”
Sin added that Hong Kong functions as “a global showroom” for the brand, enabling Rockit to pilot marketing ideas, packaging formats and collaborations before scaling them into mainland China and other Asian markets.
Expanding consumption occasions
Looking to the future in Hong Kong, McBeath said the next frontier for Rockit is to capitalise on ‘healthy lifestyle’ and convenience-driven consumption occasions, positioning the apple as a daily snack integrated into modern urban routines.
“The brand has established strong visibility in the market, and the opportunity is now to continue expanding consumption occasions,” he said.
Sin agreed, adding that the focus was shifting from market penetration to consumption frequency. “Currently, we’re serving over 10,000 tubes of Rockit apples to Hong Kong consumers every day,” he said. “Over the next five years, our goal is to scale this figure by two and half times.”
Marketing innovation will remain to central to that goal. McBeath said platforms such as Power Up Your Run enabled Rockit to connect with health-conscious consumers while its partnerships with celebrities and KOLs were key to reaching lifestyle-driven audiences.
Sin said Rockit was being repositioned from a premium fruit brand to a broader lifestyle brand. Recent initiatives include limited-edition merchandise developed through collaborations with well-known brands and high-profile IP partnerships.
“By creating tangible lifestyle products alongside our apples, we are sending a clear message to the competitive Hong Kong market: Rockit is an integral part of modern, trendy living, not just a grocery item you pick up in a supermarket,” he said.
