Tiny Apples, Big Ambitions: Rockit's Family Pack Arrives in the Middle East

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.

Rockit Global: A Fruitful Future Awaits in 2025

Introduction: A New Era for Rockit Global

As we approach the dawn of 2025, the innovative New Zealand snack-sized apple company, Rockit Global, stands poised for a remarkable season. Based in Dubai, UAE, Rockit Global is preparing to make a significant impact on the global fruit market with a strong and consistent crop of its signature Rockit™ apples. These apples are not only known for their outstanding color but also for their delightfully sweet and crisp taste, which has captivated the palates of consumers worldwide.

Rockit Global's Chief Executive, Grant McBeath, has expressed optimism about the upcoming harvest, describing it as "an amazing piece of fruit." The company forecasts the export of over 230 million high-quality, premium Rockit™ apples to its global markets in 2025. This ambitious yet achievable goal stems from a refreshed sales and marketing strategy that focuses on enhancing the shopper experience and distribution channels, ensuring a favorable return for growers.

Innovative Marketing Strategies: Connecting with Consumers

To stimulate consumer demand, Rockit Global is launching a new global marketing platform that emphasizes a value proposition tailored to various lifestyle occasions. General Manager of Global Marketing, Julian Smith, has highlighted that consumer awareness and engagement for Rockit apples are on the rise, with 86% of premium consumers recently surveyed expressing their affinity for the brand. This positive trend underlines the importance of innovative marketing strategies in driving growth.

The new marketing campaign, titled "Rockit Every Little Moment," will introduce several product categories designed to cater to diverse consumer needs. From Snack Packs for impulse purchases to Family Packs for sharing, Rockit Global aims to position itself as the go-to choice for healthy snacking. Early feedback indicates that this strategic approach will significantly enhance consumer connection and brand loyalty.

Rockit Global’s commitment to quality and innovation positions it favorably for the 2025 season. With a robust marketing strategy and an exceptional product, the company is set to capture the hearts of consumers around the globe. As Grant McBeath aptly states, “The Rockit proposition is great, the product and brand are world class,” and the future indeed looks bright for this dynamic company.