Rocket-shaped collectable pack doubles as a toy delivering added value through sharing and play
New Zealand snack‑sized apple brand Rockit has launched a new premium gifting format exclusively online and in more than 60 Sam’s Club stores ahead of the peak Lunar New Year gifting season.
The Rockitship – a new rocket-shaped collectable pack that doubles as a toy – was was developed in responding to growing consumer demand for collectable products for key gifting moments.
Like the Rockit Daily Pack, the Rockitship features a resealable lid that keeps each Rockit apple fresh. Its design encourages quick consumption while delivering added value through sharing and play.
The new design follows on from Rockit’s strong track record of innovation through premium, experience‑led packaging and partnerships with globally recognised brands including Universal, The Pokémon Company and Blue Glass.
Rockit general manager global marketing, Julian Smith, said the Rockitship was the latest innovation in Rockit’s occasion-based marketing strategy, which introduces new pack formats to unlock fresh consumer demand.
“As collectables and toy markets continue to surge globally, consumers are increasingly drawn to innovative, experience-led products,” Smith said. “The Rockitship answers this demand, redefining fresh produce through a playful lens that transforms snacking into something to be shared, celebrated and remembered during all of life’s moments.”
He added that it was another meaningful step in our journey to becoming the world’s most loved healthy snack.
“Rockit brand sentiment reached a record 90 per cent at the end of 2025, and as we continue to innovate to meet evolving consumer needs, we expect this momentum to continue,” Smith said.
“It also builds on the success of its premium Gold Selection range in China and the Small Family Pack launched across global markets last year – innovations that have driven sales growth, opened new distribution channels and broadened Rockit’s reach with new consumers.”
Rockit general manager Greater China, Cullen Zhang said more than 40,000 Rockitship units had already been sold since launch, with strong momentum expected to continue through the peak Lunar New Year gifting period, supported by promotional activity.
“The Rockitship is already delivering strong visibility across Sam’s Club, with prominent in‑store displays and official recommendation on the Sam’s Club app,” Zhang said. “Being positioned alongside globally recognised brands such as Disney is a powerful endorsement and reflects the confidence China’s largest retailer has in this new premium gifting format.”
Zhang added that Rockit was proud to offer the Rockitship exclusively at Sam’s Club – China’s largest and fastest‑growing membership retailer.
”It’s fun, premium and collectable design delivers a fresh and compelling alternative for consumers this festive season,” Zhang said.
