T&G’s premium JOLI™ apples make world-first consumer debut in Viet Nam
Consumers in Viet Nam will be the first in the world to taste JOLI™ apples, T&G Global’s newest premium apple brand: a full-flavoured, juicy, New Zealand-grown apple developed for family sharing.
The milestone marks the first export of JOLI™ apples, as it joins T&G’s premium global apples portfolio, alongside ENVY™ and JAZZ™.
Shane Kingston, T&G Managing Director of Apples, says this is an important moment for New Zealand growers and T&G.
“For the first time, shoppers will be able to buy premium JOLI™ apples and experience a brand we know has strong global potential, with the makings of the next billion-dollar apple in our portfolio,” says Mr Kingston.
“JOLI™ builds on T&G’s proven ability to take outstanding New Zealand-bred apple varieties to the world. Through our growers, post-harvest network and in-market teams, we know how to deliver exceptional apples to consumers while creating value for growers and New Zealand.
“T&G’s portfolio of differentiated consumer-led brands is a real competitive advantage. ENVY™ is our sophisticated ‘me-time’ apple, JAZZ™ apples are perfect for on-the-go snacking, and JOLI™ has been created for family sharing. Together, we have a strong premium portfolio enabling us to meet consumers’ needs, maximise market coverage and provide more ways for T&G and our customers to grow the category.”
While overall global apple consumption is growing modestly, the premium apple category is expanding rapidly, driven by consumers willing to pay more for brands they trust to consistently deliver a superior eating experience. Between 2025 and 2030, the global premium apple category is expected to grow from US$13.0 billion to US$19 billion, representing a compound annual growth rate of 7.6%. T&G’s premium apple portfolio is strategically positioned to grow beyond this, at 8.4%, driven by its established brands and the introduction of JOLI™ apples.
JOLI™ has been shaped around a clear consumer occasion, family sharing, addressing an unmet consumer need in the apples category. This creates a significant growth opportunity for JOLI™ apples. Testing across China, Viet Nam, Thailand and North America found strong purchase intent, premium pricing potential and a clear association with sharing, reinforcing T&G’s confidence in JOLI™ as a distinctive new premium apple brand.
T&G has helped shape the premium segment through its ENVY™ and JAZZ™ apples, which have earned the confidence of growers, retail partners and consumers around the world. Earlier this year, ENVY™ surpassed NZD $1 billion in global retail sales, demonstrating the scale New Zealand apple brands can achieve.
Bred in Aotearoa New Zealand and commercialised globally by T&G through its VentureFruit variety development business, JOLI™ reflects more than a decade of investment in premium apple innovation.
“A new apple like JOLI™ takes over a decade to breed, test, grow and bring to market. When it succeeds, the value is felt well beyond the orchard – by growers, regional communities, customers and the national economy,” says Mr Kingston.
“The premium apple market continues to evolve as consumers increasingly seek apples that deliver exceptional taste, quality and consistency. ENVY™ apples have shown how New Zealand innovation can create value in global markets, support regional jobs and help fund future innovation. JOLI™ branded apples are well placed to become the next chapter in that story.”
T&G has licensed 273 hectares of JOLI™ apples in Aotearoa New Zealand, with plans to grow this to around 1,500 hectares globally by 2035. The brand is being rolled out in a deliberate and disciplined way, with initial volumes intentionally limited as plantings mature and supply builds. As more fruit becomes available, T&G plans to take JOLI™ apples into selected premium markets around the world, scaling with strength over time.
ENDS
Notes to editor
- JOLI™ is the brand name for PREMA019, an apple variety bred in Aotearoa New Zealand.
- JOLI™ apples sit within T&G’s premium apple portfolio alongside ENVY™ and JAZZ™, with each brand designed to meet a distinct consumer occasion.
- Consumer testing for JOLI™ apples has been conducted across China, Viet Nam, Thailand and North America/USA:
- Purchase intent met or exceeded benchmarks in every market tested, with JOLI™ apples scoring 98% in Viet Nam, 97% in Thailand, 88% in China and 77% in North America.
- Tests also showed a strong association with sharing, with scores of 90% in Viet Nam, 89% in Thailand, 87% in China and 82% in North America.
- In blind taste testing, JOLI™ rated 7.0 out of 9.0 for closeness to consumers’ “ideal apple eating experience”.
- Initial JOLI™ apples supply is limited as plantings mature, with Viet Nam the first consumer launch market.
- ENVY™ is T&G’s premium apple brand that surpassed NZD $1 billion in global retail sales earlier this year (2026). JAZZ™ is T&G’s premium apple brand for on-the-go snacking.
