Innovative New Zealand snack sized apple brand, Rockit has gone big with its miniature apples and launched a new Family Pack in the Middle East to meet strong consumer demand for every day sharing occasions.
Rockit's recent product launch exemplifies strategic innovation in response to consumer behaviour. Moreover, the new Family Pack builds upon the brand’s occasion-based marketing strategy by offering an accessible, shareable format that suits contemporary family life. Consequently, retailers and consumers alike should anticipate heightened interest during the upcoming Back-to-School season.
Furthermore, the Family Pack mirrors the well‑established attributes of the iconic Rockit Daily Pack. Just like the iconic Rockit Daily Pack, the 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. Therefore, it preserves freshness while enabling convenient distribution at events, picnics, and school activities.
Market Position and Strategic Timing
Rockit General Manager Global Marketing, Julian Smith says the Family Pack has arrived just in time for the peak Back-to-School selling period and is expected to drive strong sales, open new distribution channels and introduce Rockit to new consumers. He explains that launching during this key period will satisfy increasing consumer demand by providing a sharing option tailored for diverse consumption occasions.
Moreover, Rockit’s omnichannel promotional plan promises robust in-store and digital activations. "Launching the Family Pack during this key period will help meet increasing consumer demand for Rockit, by providing a new sharing option to cater for a wider range of consumption occasions. From the busy weekday hustle to exciting weekend adventures, our Family Pack makes all of life's special little moments even better – whether it's a refreshing healthy snack in the school lunchbox, on the sports sideline, or at picnics, parties and events."
Brand Momentum and Consumer Engagement
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 Family Pack featuring in its annual Back-to-School campaign, launching across the GCC countries from mid-August.
She adds that the campaign will emphasise shared experiences and participatory activations. "Focusing on sharing special moments, the Back-to-School campaign capitalises on the momentum of the 'Rockit Every Little Moment' promotion delivered earlier this year. The omnichannel campaign includes strong promotional activity including instore activations, giveaways, consumer events, gift with purchase and influencer collaborations to drive consumer engagement and sales."
Ultimately, Rockit seeks to consolidate its position as a leading premium apple brand while responding to regional consumer needs. The Rockit Family Pack is now available in stores and online across many GCC countries. Accordingly, families and retailers in the UAE and beyond can now enjoy a fresh, portable and shareable snacking solution that aligns with modern lifestyles.
