Rockit Launches Premium Gold Selection Range

Innovative New Zealand snack sized apple brand, Rockit has launched a premium new range in China to meet strong consumer demand for key gifting occasions.

Rockit Gold Selection has been exclusively launched in high-end supermarket chain, Ole’ ahead of the peak Mid-Autumn Festival gifting season and will be showcased at Asia’s leading international fresh produce trade show, Asia Fruit Logistica (AFL) next week.

Rockit General Manager Greater China, Cullen Zhang says Gold Selection is the latest product to launch within Rockit’s occasion-based marketing strategy, which brings new pack formats to market to help drive new consumer demand.

“Gold Selection is a new range of limited-edition premium apples to elevate consumers’ special gifting moments with their loved ones. Rockit Gold Selection apples are the epitome of natural quality and care, carefully selected for exceptional colour, flavour and quality and elegantly packed in distinctive gold, shiny packaging,” says Cullen.

Earlier this month, Rockit launched its Small Family Pack in global markets for smaller family sharing moments and Rockit Global Product Manager, Kareem Kader says this new product trend is set to continue throughout 2025 and into 2026 to meet a wider range of consumer occasions.

“We’re always looking for new ways to innovate and satisfy our consumers’ latest needs, and the consumer voice is a key component in determining what new products go to market. Rockit Gold Selection is the perfect serving size for premium consumption occasions and testing of its label design received strong consumer appeal, highlighting all the right cues for a luxury new product.

“We are thrilled to be showcasing our new Gold Selection range with our customers and partners at AFL next week, along with a sneak peek into more premium gifting products that are due to be launched in China later this year. It’s another significant step towards our ambition of becoming the world’s most loved apple brand,” says Kareem.

Rockit Gold Selection is now available in Ole’ stores, and will roll out across other premium retailers in China later this year.

ENDS