Launch comes ahead of the peak Mid-Autumn Festival gifting season
New Zealand apple brand, Rockit has launched a premium new range in China ahead of the Mid-Autumn Festival gifting season.
The Rockit Gold Selection has been exclusively launched in high-end supermarket chain, Ole’ and will be showcased at Asia’s leading international fresh produce trade show, Asia Fruit Logistica.
Rockit general manager Greater China, Cullen Zhang said Gold Selection is the latest product to launch within Rockit’s occasion-based marketing strategy, which brings new pack formats to market to help drive new consumer demand.
“Representing just six per cent 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,” Zhang explained. “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.”
The Gold Selection packaging will highlight the apple’s country of origin, 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,” Zhang said. “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.”
Earlier this month, Rockit launched its Small Family Pack in global markets for smaller family sharing moments and Rockit Global product manager, Kareem Kader said this new product trend is set to continue throughout 2025 and into 2026 to meet a wider range of consumer occasions.
“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,” Kader said. “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.
“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.” Kader added. “It’s another significant step towards our ambition of becoming the world’s most loved apple brand.”
Rockit Gold Selection is now available in Ole’ stores, and will roll out across other premium retailers in China later this year.
