Rockit™ Apple fired up to Ready. Set. Rockit. into record season

Innovative snack-sized apple brand, Rockit is fired up for its biggest season yet, which will see the company export around 200 million apples – almost double last year’s volume.

The New Zealand-based company will also be exporting all-year round for the first time to its ever-expanding network of international markets, and is launching a new global marketing campaign to help drive consumer demand.

Chief executive, Mark O’Donnell says 2024 is going to be a year of unprecedented growth for Rockit.

“Around the world, we’re seen as a brand with attitude and a point of difference, through our innovative grab and go pack. We present differently to other fruit, and to other apples. Our focus is on being a year-round FMCG product, rather than seasonal.”

O’Donnell says Rockit also engages with consumers in a refreshing and energetic way and, to that end, will shortly announce an exciting global IP partnership. In the past, it has promoted itself in China alongside popular consumer brands such as Minions. Rockit brand character, Rocki is also proving popular with consumers, while new family packs launched in Asia have been a massive success.

“We always knew 2024 was going to be a big year, with our biggest harvest yet. We have ambitious but achievable growth targets and our aim is to become the world’s most-loved apple brand through our strong sales and marketing plan to help deliver a strong return for our growers following the challenges in 2023.”

Rockit general manager global marketing, Julian Smith says to drive demand for increased volumes of Rockit™ apples arriving in global markets, the snack sized apple brand is launching a new global campaign in April around its unique New Zealand story and engaging attitude.

“New Zealand is a special place where our unique Rockit™ apples are grown. It’s in this environment that we wanted to showcase our brand story as being distinctly from New Zealand, with our spirit and passion for the outdoors. Our latest Ready. Set. Rockit. campaign features an aspirational family enjoying the Rockit energy and vitality whilst outdoors sharing adventure and special moments.

“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,” says Julian.

Smith says consumer awareness for Rockit is continuing to improve each year, with 88% of premium consumers recently surveyed stating they love Rockit.

“This trend looks set to continue, with 2024 being the first year where Rockit will fulfil 12 months’ supply from New Zealand, achieved through increasing national plantings, and increasing its distribution channels and shelf space overseas. This ensures consistent quality for Rockit™ apples, no matter where they are sold in the world,” Smith says.

Winner of the Supreme Award at the 2022 New Zealand International Business Awards, and the TVNZ NZ Marketing Team of the Year Award, Rockit is a Kiwi export and marketing success story, now selling into more than 30 different markets.

“We can’t wait to continue disrupting the apple category by doing things differently through our strong brand, marketing positioning and innovation as we take on the world one small bite at a time,” concludes O’Donnell.