Fruitcraft, Mr Apple and Bostock New Zealand Unveil LuMi at Asia Fruit Logistica

At Asia Fruit Logistica 2026, LuMi, a new premium apple brand from Mr Apple and Bostock New Zealand, made its international debut. With its striking red appearance, crisp texture and distinctive flavor profile, LuMi represents not only the latest achievement in New Zealand apple breeding but also the growing importance of branded apples in global markets.

The LuMi variety, known as PremA047, is owned by Prevar, with Fruitcraft holding the exclusive global license for production and sales. In New Zealand, Bostock New Zealand and Mr Apple jointly hold the exclusive marketing and sales rights. The original cross was made in 2009, and the variety has undergone 17 years of breeding, selection, evaluation and commercial development before reaching market readiness.

According to Bridget Owen, senior marketing manager at Fruitcraft, LuMi was intentionally developed as a consumer brand from the outset, rather than simply a new apple variety. “We know the next generation of consumers is increasingly drawn to brands they can connect with,” said Owen. “Our ambition with LuMi has been to create a modern, globally relevant brand that delivers an exceptional eating experience and brings a sense of positivity and enjoyment to everyday life.”

Steve Potbury, general manager of Fruitcraft, said that LuMi represents far more than a new apple variety. “LuMi reflects over 17 years of breeding, evaluation and collaboration across New Zealand’s apple industry,” explained Potbury. “Our objective is to introduce the variety thoughtfully, building long-term value rather than pursuing short-term volume.”

Limited volumes of fruit will be available next season, with the first commercial quantities expected from May 2027. Ahead of broader commercialization, Mr Apple and Bostock New Zealand are investing in consumer insight and brand development. Consumer research and controlled sampling programs have already been conducted in key markets, including China, to better understand how consumers experience the fruit and where LuMi can establish its position within the premium apple category.

Mr Apple CEO Andrew van Workum said that LuMi has consistently delivered outstanding results in consumer testing: “What has stood out most is the consistency of the feedback. Consumers continue to rate LuMi highly for its flavor, crunch and overall eating experience, which gives us confidence that the variety can establish a distinct position within the premium apple category.”

Jane Maclean, international market manager at Bostock New Zealand, said that the commercial response has been equally encouraging: “We’ve shared LuMi with retailers, importers and consumers across Asia and have already had customers expressing interest in securing supply from 2027. In China, demand during consumer activations exceeded the volumes we had available, while retailer interest has remained strong despite many customers actively looking to reduce, rather than add, apple varieties. That level of early demand suggests LuMi has the potential to stand out in a highly competitive category.”

China continues to be a key market for premium branded apples, particularly those that combine visual appeal with outstanding eating quality. Ben McLeod, head of sales and marketing at Mr Apple, noted that China is the company’s largest and most strategically important export market, accounting for approximately 25–30% of annual export volume: “China remains one of the most exciting opportunities for premium branded apples. We’ve seen strong growth through brands such as Dazzle and Posy, and customer response to LuMi has been extremely encouraging. The market is increasingly looking for differentiated products with a compelling consumer proposition, and LuMi is well positioned to meet that demand.”

This performance has been supported by growing demand for premium brands such as Dazzle and Posy, alongside continued strength in established varieties including Royal Gala and NZ Queen. Mr Apple has achieved sustained growth in both export volume and value across China, with demand extending beyond tier-1 cities into tier-2 and tier-3 markets.

The launch of LuMi also reflects a broader shift taking place across the premium apple category. Variety alone is no longer enough to drive success. Brand story, consumer experience, supply chain discipline and local market execution are becoming increasingly important drivers of value.

As John Bostock, owner of Bostock New Zealand, explained, “Great varieties take time. Our focus is ensuring LuMi reaches consumers through the right partners, maintains its premium positioning and delivers sustainable returns for growers over the long term.”

Images: LuMi

This article was translated from Chinese. Read the original article.