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Rockit apples set to blast off

A brand new apple cultivar developed in New Zealand is introduced to the market in an equally novel packaging format. And now a Shuttle Pack has been launched in addition to the tube.

This new apple cultivar reached store shelves in a PET package format quite unusual for the category.
This new apple cultivar reached store shelves in a PET package format quite unusual for the category.

“Washed and packed into recyclable tubes, it’s a safe, healthy snack, ready to eat straight from the tube and perfect for all ages—in the car, at sport, at your desk, or at school.”

That’s how Rockit Global Ltd’s website describes its Rockit apples, an entirely new apple cultivar developed and patented by Rockit in New Zealand. It first became commercially available in 2011. Slightly larger than a golf ball, the Rockit apple is not positioned as a competitor to other apple varieties. Rather, because of its snack-size dimensions and its remarkably sweet taste, it’s sold as a more healthful and incredibly convenient snack compared to the processed foods that dominate the snack category today.

What makes Rockit such a fascinating story from a packaging perspective is that right from the get-go this brand new apple went to market in an equally novel package: an injection stretch blow molded PET tube made by Visy with a snap-fit injection-molded PP lid. Graphics, which are beautifully executed in the way they reinforce the “rocket/Rockit” theme of “Your daily fruit blast,” are pressure-sensitive labels. Notable on the back label is this acknowledgement of the role played by this particular packaging format: “Rockit is conveniently packaged in a recyclable tube that fits in a school bag, car cup holder, baby buggy cup holder or on your desk to enjoy!”

While Rockit apples were developed in New Zealand — no, they’re not genetically modified, and yes, they’re really tasty — only 3 percent of production is sold in New Zealand today. The cultivar is grown in seven countries and sold in 22.

Rockit entered the U.S. market by way of Borton Fruit, a 114-year-old family-owned grower in Yakima, Washington. Late in 2017 Borton became a part of Chelan Fresh, which is a 300-member grower-owned fruit cooperative. Borton and Chelan Fresh hold the exclusive licensing to grow, market and distribute the Rockit apple in the United States. The first appearance of the apple in the United States was in 2015, when Borton imported the fruit from New Zealand growers. Also shipped to Borton from New Zealand were the pre-labeled PET tubes and PP lids. Borton put fruit into tubes more or less by hand. (For a video of Rockit apples being packaged in New Zealand, go to https://vimeo.com/165387191.)

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INTRODUCING! The Latest Trends for Food Products at PACK EXPO Southeast