New Zealand snack-sized apple marketer prepares to export over 230mn apples this season
Rockit Global is gearing up for its 2025 season reporting a strong and consistent crop as it prepares to launch a new global marketing platform.
“[The 2025 season] is going to be a big year with over 230mn high-quality, premium Rockit apples forecast to be exported to our global markets,” said Rockit Global chief executive, Grant McBeath. “We have ambitious but achievable growth targets that we aim to meet through our premium product, and a refreshed sales and marketing strategy that focuses on our shopper experience and distribution to help deliver a good return for our growers.”
To support the production growth, and drive new consumer demand, Rockit is set to launch a new global marketing platform which McBeath said would showcase a new value proposition and an occasion-based marketing strategy that will bring new categories for its product to market.
Rockit general manager global marketing, Julian Smith, said global consumer awareness and engagement for Rockit is continuing to improve each year, with 86 per cent of premium consumers recently surveyed stating they love Rockit apples.
“This trend looks set to continue with the launch of new Rockit apple product categories including a new Snack Pack for impulse purchases, a Daily Pack for high frequency consumption, a Family Pack for sharing moments and Gift Packs for festivals and always on gifting moments,” Smith said.
These new product categories, including the differentiated size and taste profile of Rockit apple, will be communicated to new consumers looking for healthy snacking choices for their lifestyle occasions through a new global marketing campaign – Rockit Every Little Moment.
“We will launch our new product marketing and consumer-led campaign across all global touchpoints, together with our well-loved, cheeky brand character, Rocki for high sell through and consumer appeal,” Smith said. “Early feedback from our global markets suggests that this will be a significant step for the Rockit brand to connect to millions of new consumers with our point of difference, and our approach to marketing a kiwi horticultural product in a global consumer-led way.”
“We are excited about what lies ahead of us for 2025,” concludes Grant. “The Rockit proposition is great, the product and brand are world class, and we are confident that the demand is there to meet this years’ growth.”
