New Zealand snack-sized apple brand, Rockit, has expanded its offerings with its miniature apples and launched a new Small Family Pack into global markets to meet strong consumer demand for everyday sharing occasions.
This formed part of its occasion-based marketing strategy, which included new product categories, such as a Snack Pack for impulse purchases, a Daily Pack for high frequency consumption, Family Packs for sharing moments and Gift Packs for festivals and always-on gifting moments.
Julian Smith, Rockit General Manager Global Marketing, said that the company has always looked for new ways to innovate and satisfy its consumers’ latest needs.
“Creating a pack that locks in the goodness on a big scale took innovation and ingenuity. During the development, our research team spoke to 12,000 household shoppers to find out what they value most,” said Smith.
Off the back of this, Rockit responded with the Large Family Pack, a unique container designed to deliver its premium quality apples in a quantity that met the needs of busy family consumption occasions, such as weekend sharing moments.
Consumer feedback following the launch of the Large Family Pack indicated that an additional smaller pack would meet the requirements of smaller households or those with limited storage space. The result, aka the Small Family Pack, has proved to be a hit.
The Small Family Pack is a practical bucket-like pack with a resealable lid to lock in freshness and a strong handle for easy transport. The resealable lid keeps each Rockit apple in peak, ready-to-eat condition, providing a controlled environment that extends shelf life and minimises food waste. The carry handle means that the Small Family Pack can be enjoyed and shared by consumers during all of life’s little adventures, anytime, anywhere.
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