Rockit Launches New Small Family Pack

Innovative New Zealand snack sized apple brand, Rockit has gone big with its miniature apples and launched a new Small Family Pack into global markets to meet strong consumer demand for every day sharing occasions.

The Small Family Pack 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.

Just like the iconic Rockit Daily Pack, the Small Family Pack features a resealable lid keeping each Rockit™ apple in peak, ready-to-eat condition, and a grab-and-go handle made for sharing during all of life’s little moments.

Rockit General Manager Global Marketing, Julian Smith says the Small Family Pack builds on the successful launch of the Large Family Pack in global markets last year, which drove strong sales, opened new distribution channels and introduced Rockit to new consumers.

“66 percent of consumers who purchased the Large Family Pack during its launch in 2024 were purchasing Rockit for the first time.  We expect this success to continue with the launch of the Small Family Pack, which is an additional sharing pack option for smaller families – or smaller fridges – creating new consumer consumption occasions from the busy weekday hustle, to exciting weekend adventures.

“We are looking forward to showcasing our Small Family Pack at Asia’s leading international fresh produce trade show, Asia Fruit Logistica next month with our customers and global team. With innovation part of our DNA, we’re also excited to be providing a sneak peek into some creative new gift packs and a premium range that will be launching in China later this year,” says Julian.

Global consumer awareness and engagement for Rockit is continuing to improve each year, with Rockit brand sentiment recently reaching a record 90 percent (up four percent on Q4, 2024). Rockit Global Brand Manager, Hannah de Valda says this trend looks set to continue with the launch of its ‘Share the Joy’ Small Family Pack campaign.

“Focusing on sharing special moments, this omnichannel campaign is rolling out across Greater China, South-East Asia and the Middle East to introduce Rockit to thousands of new consumers and drive sales. This includes strong promotional activity including buy and win QR code competitions, gift with purchase, social and influencer activity and instore activations.

“We’re always looking for new ways to innovate and satisfy our consumers’ latest needs, so we’re excited to be enabling people to come together and share the joy with our iconic miniature apples, anytime, anywhere. Our Family Pack makes all of life’s special little moments even better – whether it’s a refreshing healthy snack on the sports sideline, in the office kitchen or at picnics, parties and events.

“The launch of the Small Family Pack into Rockit’s key global markets is another significant step towards our goal to become the world’s most loved apple brand,” says Hannah.

Rockit’s new Small Family Pack is now available in stores across Greater China, South-East Asia, the Middle East and New Zealand.

ENDS