Rockit Apples

What Rockit Apples does

Rockit Apples, legally Rockit Global Limited, produces and sells the PremA96 miniature apple variety — recognised by the United Nations Economic Commission for Europe as the world's first miniature apple. The proprietary variety is grown in Hawke's Bay's Heretaunga region in New Zealand, protected by Plant Variety Rights that the company has actively enforced (notably securing a RMB 1M+ judgement in China and a trade-dress win before the Zhejiang High People's Court). Headquartered at the Te Ipu packhouse in Hastings (with a recently commissioned 40,000-bin Pōporo Way coolstore), Rockit sells snack-sized apples in five pack formats — Snack Pack, Daily Pack, Family Pack (Small/Large), Gold Selection (limited-edition gifting), and Rockitship (collectable rocket-ship gifting tube) — through major retail chains, convenience stores and e-commerce platforms across more than 30 countries.

The business model is branded fresh-produce sales at a premium to commodity apples. Revenue is generated by selling the proprietary apples in recyclable tube packaging under the Rockit™ brand. Distribution is anchored by enterprise retail partnerships — Sam's Club (60+ China stores), Hema, Ole', Xian Feng (2,000 stores), plus regional chains including Carrefour, Lulu, NTUC Fairprice and Tesco, with supplementary coverage in convenience stores (7-Eleven, GS25, Circle K) and online platforms (JD.com, BigBasket, Blinkit, JioMart, Lazada). Marketing is occasion-led and culturally tailored: seasonal gifting campaigns (Chinese New Year Rockitship, Mid-Autumn Gold Selection), celebrity ambassadors (Wang Yibo in China, 40M+ Weibo followers), and event sponsorships such as 'Power Up Your Run' and the Grindstone Compound motocross partnership. The customer base splits between health-conscious active consumers (individuals, families, running/fitness communities) and global retailers/distributors seeking differentiated, high-margin fresh produce. Pricing is not publicly disclosed; vary by market and retailer.

Rockit reports strong consumer outcomes — approximately 80% of triers repurchase, brand sentiment of 88-90% at end-2025 / Q1 2026, and Greater China growth above 50% per annum. The company holds the FernMark licence (NZ Government origin certification), is privately held with no disclosed institutional capital, and has been modestly funded historically through NZ government R&D grants (Callaghan Innovation) and angel investment (Enterprise Angels). It operates with 51-100 employees.

Name

Rockit Apples

Legal name

Rockit Global Limited

Website

https://rockitapple.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Rockit Apples (Rockit Global Limited) produces and globally distributes the proprietary PremA96 miniature apple variety grown in Hawke's Bay, New Zealand, selling it through major retailers in 30+ countries under multiple pack formats aimed at health-conscious consumers and premium gifting occasions.

Ownership category

akta.pro rank

Product category

Fresh Produce (Premium Snack Apples)

NAICS

Apple Orchards (111331)

akta.pro primary industry

Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA)

Keywords

• Miniature apples
• Fresh produce
• Snack fruit
• Apple production
• Premium packaging

Headquarters

HQ city

Havelock North

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Fresh Produce Sales: Rockit generates revenue through the sale of its proprietary PremA96 miniature apple variety (Rockit™ apples) in various pack formats (Snack Pack, Daily Pack, Family Pack, Gold Selection, Rockitship). The apples are sold through retail chains, supermarkets, hypermarkets, specialty stores, and online platforms across 30+ countries year-round.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rockit grows and packs its proprietary PremA96 miniature apple variety (recognized by the United Nations Economic Commission for Europe as the world's first miniature apple) in Hawke's Bay, New Zealand, and sells them globally in occasion-based pack formats: Snack Pack, Daily Pack, Family Pack (Small and Large), Gold Selection premium range, and Rockitship collectible gifting range. The apples are washed and packed into premium, recyclable tube packaging that keeps the fruit cleaner, safer and fresher for longer.

Product overview

Rockit is a premium snack-sized apple brand based in Hawke's Bay, New Zealand, offering the world's first miniature apple (PremA96 variety) as recognised by the United Nations Economic Commission for Europe. The product portfolio is organized around occasion-based marketing and includes three core pack formats — the Snack Pack (individual on-the-go consumption), the Daily Pack (personal everyday snacking), and the Family Pack (sharing occasions, available in Small and Large sizes). Premium extensions include the Gold Selection (limited-edition luxury gifting in gold packaging) and the Rockitship (premium collectable gifting format with toy element) targeted at the China market. All products are naturally grown, carefully picked, washed and packed into premium innovative packaging that keeps apples cleaner, safer and fresher for longer. The company sells directly in more than 30 global territories.

Differentiator

Problem solved

Functional benefit

Brands

• Rockitship: Premium gifting format launched in China, featuring a distinctive rocket-ship shaped container that doubles as a collectible toy.
• Gold Selection
• Snack Pack
• Daily Pack
• Family Pack

Products and services

• Rockit Snack Pack Convenient, healthy snack pack of Rockit miniature apples designed for active lifestyles and life on the move, providing a portable way to fuel everyday activity.
• Rockit Daily Pack Right-sized everyday pack of Rockit miniature apples for personal consumption moments like office snacking, pre- or post-training fuel, and after-school snacks. Packed in premium, innovative packaging that keeps apples cleaner, safer and fresher for longer.
• Rockit Family Pack (Small and Large) Larger sharing pack of Rockit miniature apples for family moments, available in Small Family Pack (minimum 10 apples) and Large Family Pack (at least 16 apples) sizes, with resealable lid and grab-and-go handle for easy sharing.
• Rockitship Premium Gifting Range First-of-its-kind premium gifting pack of Rockit miniature apples featuring a resealable lid that doubles as a collectible rocket-ship toy, launched exclusively at Sam's Club stores in China for key gifting occasions such as Chinese New Year.
• Rockit Gold Selection Limited-edition premium range of Rockit miniature apples selected for exceptional colour, flavour and quality, packed in distinctive gold, shiny packaging for special gifting occasions such as Mid-Autumn Festival in China.

Quantifiable outcome

• 80% repurchase rate — approximately 80% of consumers who try Rockit apples go on to repurchase
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Grindstone CompoundminorGTM or Marketing Partner · 11 December 2025Rockit will continue its partnership with Grindstone Compound, a motocross training facility, through the 2026 season. The partnership involves using Rockit apples to support athletes' nutrition and energy needs during training and competitions.
• Xian FengcoreChannel Partner/ Reseller/ Distributor · 1 June 2025Rockit signed a strategic partnership agreement with Xian Feng, one of China's top three fruit store chains with 2,000 stores in China, during the New Zealand Prime Minister's trade mission to China in June 2025.
• Wang YibocoreGTM or Marketing Partner · 20 May 2025Rockit announced a brand ambassador partnership with Wang Yibo, one of China's most influential celebrities (actor, singer, dancer, road motorcycle racer, race car driver). Yibo has 40M+ followers on Weibo and previously ranked 2nd on Forbes China Celebrity 100 in 2021. From 20 May 2025, Yibo helped raise awareness of Rockit's premium New Zealand-grown apples in China through a high-profile multi-channel campaign.
• New Zealand Prime Minister Christopher LuxoncoreGTM or Marketing Partner · 1 April 2025Rockit attended the New Zealand Prime Minister's mission to China in June 2025, joining a business delegation of 27 New Zealand exporters. Rockit signed its Xian Feng partnership during this high-level endorsement event.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zespri: Zespri is New Zealand's flagship premium fruit brand (kiwifruit), using trademarked varieties, global brand investment, and category leadership in the same way Rockit does for apples. Rockit's own GM Global Markets spent 17+ years at Zespri, suggesting the business models and playbooks are highly aligned.
• T&G Global: T&G Global is one of New Zealand's largest apple growers and marketers and the owner of Envy apples, with global distribution and premium branded apple programs. Rockit's COO Ivan Angland came from T&G Global, and the two compete in the same premium apple category across similar channels and geographies.
• Envy Apple: Envy is a premium club-variety branded apple marketed globally by T&G Global, competing head-to-head with Rockit for premium shelf space, gifting occasions, and consumer mindshare in markets including Asia and the US.
• Pink Lady Apple: Pink Lady is the most established branded apple globally (Cripps Pink variety), with trademarked quality standards, club-variety economics, and a multi-region global rollout. It is the archetype of the premium branded apple positioning Rockit is following.
• Jazz Apple: Jazz is a premium club apple (Scifresh variety) grown primarily in New Zealand, Chile, and the US under a licensed trademark model. Operates with the same global brand-and-variety strategy as Rockit, including seasonal gifting programs and active lifestyle marketing.
• Kanzi Apple: Kanzi is a licensed European premium club apple (Nicoter variety) sold in tubes and branded packaging very similar to Rockit. It is a direct competitor in Europe and select Asia-Pacific markets for snack-sized, fresh, branded apple consumption.
• Apata Group: Apata is a Bay of Plenty / Hawke's Bay based New Zealand apple grower-packer with branded and private-label apple programs. Comparable vertical scope (grow, pack, market) and shared New Zealand horticulture ecosystem as Rockit, though with less of a premium single-variety consumer brand.

Broad incumbents

• Stemilt Growers: Stemilt is a large, established US apple grower-packer-marketer with a portfolio that includes branded varieties like Rave and Pinata. Operates in the same fresh apple category as Rockit but with broader geographic focus and a much wider portfolio rather than single-variety focus.
• Halos (The Wonderful Company): Halos is a branded mandarin/clementine program from The Wonderful Company that pioneered single-serve, branded-and-packaged premium citrus in retail. Strong analogy to Rockit's positioning of turning a commodity fruit into a premium single-serve packaged snack brand.

Emerging players

• Crunch Pak: Crunch Pak is a US fresh-cut apple slices brand focused on convenient, pre-packaged apple snacks for kids and families. Highly relevant as an adjacent comparable on fresh, packaged, healthy apple snacking, though a different format (slices vs whole fruit).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds17 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rockit Apples