New Zealand’s Sassy apples hit Tesco with recyclable appeal

NEW ZEALAND – Sassy apples, the vibrant new variety from Aotearoa, New Zealand, have officially arrived on shelves in supermarkets across the UK.

Sassy apples are making a splash in the UK with their vibrant red skin, crunchy bites, and a natural boost of anthocyanins (powerhouse antioxidants found in red fruits). These unique features are sure to pique the interest of health-conscious consumers.

Grown in New Zealand and arriving just in time for the UK’s off-season, they offer a standout choice for shoppers seeking something beyond the ordinary.

With bold colouring and a graffiti-style brand look, these apples are crafted to make a statement on the shelf.

Sassy’s bold brand identity meets genuine sustainability through its fully recyclable, plastic-free, Linerless packaging, crafted in collaboration with Mansfields Fruit Farming, Ravenwood Packaging, Smurfit Westrock, and ProPrint Group. This collaboration ensures the highest quality and eco-friendly packaging for the apples.

Made entirely from biodegradable paper and board, the pack eliminates plastic wrap and backing waste while maintaining a standout shelf presence.

One of the main hurdles in packaging Topfruit apples lies in delivering both secure presentation and eye-catching branding without using plastic, as noted by a Mansfields spokesperson.

This shift goes beyond practical and environmental concerns; it’s also about aligning with consumer values through thoughtful, sustainable design.

Ravenwood’s advanced Nobac 5000L applicator is a key player in the production process of Sassy apples. It handles packaging with precision, boosting production efficiency and minimising waste, ensuring that every pack meets the highest quality standards.

Every material used is kerbside recyclable and rigorously tested to meet high-performance standards.

We wanted to bring some excitement and differentiation to the apple category,” said Eleni Hogg, Head of Brand at Sassy.

 “Sassy is about bold design, great eating quality, and doing things a little differently. Our packaging reflects that it’s fun, functional, and plastic-free, giving UK consumers something they can feel good about picking up.”

Sassy’s launch marks a broader sustainability initiative led by Mansfields Fruit Farming and the brand’s owners, with plans underway to expand Linerless packaging across their top fruit range.

As UK retailers strive to reduce plastic use without compromising on standout branding, this eco-friendly format is gaining rapid traction.

According to Sassy apples, the apples have officially landed in UK stores, grab a pack and taste the bold difference for yourself.

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