Brand has a striking identity and hopes to fill a gap in the UK off-season
New Zealand-grown apple brand Sassy has gone on sale in UK Tesco stores.
Sassy feature bold red skin, a crisp texture, and have naturally high levels of anthocyanins, and the variety is hoping to shake up the apple category with “flavour, flair and freshness”.
Available during the UK off-season, Sassy offers a premium New Zealand-grown option for shoppers looking for something a little different, according to the supplier, and is backed by a striking graffiti-inspired brand identity.
Sassy apples are packed in a fully recyclable, plastic-free linerless pack, developed in partnership with Mansfields Fruit Farming, Ravenwood Packaging, Smurfit Westrock, and ProPrint Group. The format uses only biodegradable paper and board, with no plastic wrap or backing waste, while still delivering strong shelf appeal.
One of the key challenges in packing topfruit apples is achieving secure presentation and standout branding without relying on plastic, according to a spokesperson from Mansfields. The new launch is therefore not only about functionality and sustainability, but also offering consumers a pack that’s consistent with their values.
The packs are applied using Ravenwood’s Nobac 5000L machine, which is said to ensure efficiency and minimal waste across production. All materials used are kerbside recyclable and tested for optimal performance.
“We wanted to bring some excitement and differentiation to the apple category,” said Eleni Hogg, head of brand at Sassy. “Sassy is about bold design, great eating quality, and doing things a little differently. Our packaging reflects that – it’s fun, functional, and plastic-free, giving UK consumers something they can feel good about picking up.”
The Sassy launch is part of a wider sustainability push from Mansfields Fruit Farming and the Sassy owners, who plan to roll out more linerless solutions across their topfruit range.
