Season launch coincides with the rollout of the Rockit Every Moment campaign set to include influencers, key opinion leaders and celebrities to build greater awareness for the brand
Rockit has launched its new season fruit into global markets this month with the first shipments of New Zealand fruit already arriving in China and other global markets set to follow in the coming weeks.
Rockit general manager commercial, Tom Lane said the 2026 season reflects the premium eating experience Rockit apples are known for worldwide.
“Our New Zealand growers have delivered fruit to a high standard, and the fruit we are bringing to market this season represents the taste and quality Rockit is known for,” he said. “We are encouraged with how the season is progressing so far, and our teams remain focused on maintaining quality and consistency as fruit moves through harvest, packing and export.”
Lane added the commissioning of Rockit’s new Pōporo Way coolstore this season was a significant milestone for the business.
“Designed specifically for Rockit’s unique storage requirements, the world-class facility provides capacity for 40,000 bins and strengthens our scale and flexibility through peak periods, while supporting the premium quality standards our customers and consumers rely on.”
Alongside Te Ipu and partner packing sites, the new coolstore forms part of Rockit’s integrated post-harvest ecosystem, supporting the company’s next phase of growth.
The season launch coincides with the rollout of Rockit’s global Rockit Every Moment campaign, aligned to its three-year growth strategy and reinforcing its focus on occasion-based marketing and differentiated pack formats. This year marks Rockit’s biggest campaign to date, with Rockit Every Moment set to include influencers, key opinion leaders (KOL’s) and celebrities to build greater awareness for the brand than ever before.
General manager global marketing, Julian Smith, said the focus remains on driving consumer relevance and strengthening retail execution across key markets.
“With an ambition to inspire consumers to make healthier choices, we continue to drive innovation and fresh thinking across our value chain. Rockit Every Moment reinforces our positioning as a premium, convenient snack for modern consumers,” Smith said.
“From lunchboxes and workdays to active and gifting occasions, we are focused on being relevant wherever healthy snacking fits into daily life.”
Smith added that brand strength continues to underpin Rockit’s performance in the highly commoditised category.
“Our brand is the foundation of our success and what sets us apart in the eyes of consumers. Rockit brand sentiment currently sits at 88 per cent, reflecting strong and sustained consumer affinity. As we continue to innovate to meet evolving consumer needs, we expect this positive momentum to continue.”
Rockit will maintain its core Snack Pack, Daily Pack and Family Pack formats within its occasion-based strategy, alongside tailored SKUs for key gifting moments this season. In China and other priority markets, this includes premium formats such as ‘Gold Selection’ and the recently launched ‘Rockitship’, reflecting the brand’s continued focus on differentiated, experience-led packaging.
In 2026, Rockit is also committing to a global focus on running through its ‘Power Up Your Run’ platform. The initiative aligns the brand with the global running community, connecting Rockit with active consumers seeking convenient, right-sized energy, and supporting brand presence at running events across key markets worldwide.
“As we enter the 2026 season, our approach remains disciplined and consumer-led,” Smith said. “We are focused on building long-term brand equity, strengthening distribution and delivering a premium experience at every touchpoint.”
