Rockit launches premium new Rockitship gifting range

Innovative New Zealand snack‑sized apple brand Rockit has launched a bold new premium gifting format in China, responding to growing consumer demand for innovative, collectable products designed for key gifting moments as part of its three‑year growth strategy.

The world’s first miniature apple* is now available in the Rockitship – a first‑of‑its‑kind design in the apple category – launched exclusively online and in more than 60 Sam’s Club stores ahead of the peak Chinese New Year gifting season.

Like the iconic Rockit Daily Pack, the Rockitship features a resealable lid that keeps each Rockit™ apple in peak, ready‑to‑eat condition. Its highly distinctive design also doubles as a rocket‑ship toy, encouraging quick consumption while delivering added value through sharing and play. The result is a premium pack that moves seamlessly between snack, gift and keepsake.

Rockit has a strong track record of innovation through premium, experience‑led packaging and partnerships with globally recognised brands including Universal, The Pokémon Company and Blue Glass.

Rockit General Manager Global Marketing, Julian Smith, says the Rockitship is the latest innovation in Rockit’s occasion-based marketing strategy, which introduces new pack formats to unlock fresh consumer demand.

“As collectables and toy markets continue to surge globally, consumers are increasingly drawn to innovative, experience-led products. The Rockitship answers this demand, redefining fresh produce through a playful lens that transforms snacking into something to be shared, celebrated and remembered during all of life’s moments.

“The Rockitship represents another meaningful step in our journey to becoming the world’s most loved healthy snack. Rockit brand sentiment reached a record 90 percent at the end of 2025, and as we continue to innovate to meet evolving consumer needs, we expect this momentum to continue.

“It also builds on the success of its premium Gold Selection range in China and the Small Family Pack launched across global markets last year – innovations that have driven sales growth, opened new distribution channels and broadened Rockit’s reach with new consumers,” says Julian.

Rockit General Manager Greater China, Cullen Zhang says more than 40,000 Rockitship units have already been sold since launch, with strong momentum expected to continue through the peak Chinese New Year gifting period, supported by promotional activity.

“The Rockitship is already delivering strong visibility across Sam’s Club, with prominent in‑store displays and official recommendation on the Sam’s Club app. Being positioned alongside globally recognised brands such as Disney is a powerful endorsement and reflects the confidence China’s largest retailer has in this new premium gifting format.”

“Gifting plays a central role during Chinese New Year, and we are proud to offer the Rockitship exclusively at Sam’s Club — China’s largest and fastest‑growing membership retailer. Its fun, premium and collectable design delivers a fresh and compelling alternative for consumers this festive season,” says Cullen.

The Rockitship pack is now exclusively available in Sam’s Club stores across China.

*As recognised by United Nations Economic Commission for Europe

ENDS