First ever export of Joli lands in Vietnam, expanding the marketer’s premium global apples portfolio
T&G Global’s Joli apple has made its global debut with the first export of the full-flavoured apple landing in Vietnam this month.
“For the first time, shoppers will be able to buy premium Joli apples and experience a brand we know has strong global potential, with the makings of the next billion-dollar apple in our portfolio,” said Shane Kingston, T&G managing director of apples.
The new brand joins T&G’s established premium global apples portfolio, alongside Envy and Jazz.
“Envy is our sophisticated ‘me-time’ apple, Jazz apples are perfect for on-the-go snacking, and Joli has been created for family sharing,” he said. “Together, we have a strong premium portfolio enabling us to meet consumers’ needs, maximise market coverage and provide more ways for T&G and our customers to grow the category.”
He added that Joli builds on T&G’s proven ability to take New Zealand-bred apple varieties to the world.
“Through our growers, post-harvest network and in-market teams, we know how to deliver exceptional apples to consumers while creating value for growers and New Zealand.”
While overall global apple consumption is growing modestly, the premium apple category is expanding, driven by consumers willing to pay more for brands they trust to consistently deliver a superior eating experience.
Between 2025 and 2030, the global premium apple category is expected to grow from US$13bn to US$19bn, representing a compound annual growth rate of 7.6 per cent, according to T&G. The marekter’s premium apple portfolio is positioned to grow beyond this, at 8.4 per cent, driven by its established brands and the introduction of Joli apples.
Joli has developed for family sharing, which T&G has said addresses an unmet consumer need in the apples category. The company said testing across China, Vietnam, Thailand and North America found strong purchase intent, premium pricing potential and a clear association with sharing, reinforcing its confidence in Joli as a distinctive new premium apple brand.
“A new apple like Joli takes over a decade to breed, test, grow and bring to market. When it succeeds, the value is felt well beyond the orchard – by growers, regional communities, customers and the national economy,” said Kingston.
“The premium apple market continues to evolve as consumers increasingly seek apples that deliver exceptional taste, quality and consistency. Envy apples have shown how New Zealand innovation can create value in global markets, support regional jobs and help fund future innovation. Joli branded apples are well placed to become the next chapter in that story.”
T&G has licensed 273ha of Joli apples in New Zealand, with plans to grow this to around 1,500ha globally by 2035. The brand is being rolled out in a deliberate and disciplined way, with initial volumes intentionally limited as plantings mature and supply builds. As more fruit becomes available, T&G plans to take Joli apples into selected premium markets around the world, scaling with strength over time.
