Asia gets Sassy™

July 2022

Asia Welcomes Sassy™ as the Brand Makes Its International Debut

Sassy™ Apples officially entered Asian markets for the first time, launching with early commercial volumes across Greater China, Vietnam, Thailand and Hong Kong.

From the outset, consumer response was strong. Shoppers praised Sassy™ for its dense crunch, juicy texture and balanced sweetness — with repeat purchases driven by taste as much as its striking deep-red appearance.

In Vietnam, in-store tastings showed particularly high engagement, with consumer research highlighting texture as a key point of difference compared to existing varieties. Feedback across China and Taiwan echoed similar themes, with Sassy™ recognised for its firmness and freshness well after harvest.

As an early-season variety, Sassy™ also offered growers strong advantages, including an earlier harvest window and excellent storability. Following its successful market debut, plans were put in place to steadily scale volumes and support the brand with more in-market activations.

The launch marked the first step in Sassy™’s journey from a New Zealand-bred variety to a globally grown and marketed apple brand.