ENVY sales close to $6 million, cementing global popularity

ENVY apples are officially the most bought New Zealand-bred apple variety in the world, reaching around $590 million in retail sales, according to the cultivar’s owner, T&G Global.

In a press release, T&G Global Managing Director of Apples, Shane Kingston, said the achievement is a key milestone for the company, its grower base, and the broader New Zealand horticulture sector, linking ENVY’s popularity to a strategy centered on premium-branded fruit.

Originally bred in 1985, the company says ENVY has become a widely distributed favorite, grown in more than 13 countries and marketed in over 55. A wide network comprising over 1,000 producers around the world has also enabled a year-round supply of the variety.

ENVY is a bet on premium 

T&G Global says ENVY’s proven popularity is another sign pointing to the global apple category shift toward higher-value segments.

Company projections expect the premium segment to continue to expand at an annual rate of 7.6 percent between 2024 and 2035, compared to 4.4 percent for mainstream apples. T&G’s premium portfolio will outpace both at 8.4 percent, according to the firm. They added that their apple division is ready to capitalize on this trend by focusing on branded fruit where margins and consumer demand are stronger.

Regionally, ENVY has done great in Asian markets. Company reports show it ranks first in Vietnam, second in Thailand, and third in China, with recent growth in China, Singapore, Vietnam, and Malaysia.

In the United States, the brand has outperformed the broader apple category in what the company described as a flat market, with household penetration rising from 7.2 percent in 2023 to 12.4 percent in 2025.

According to Kingston, the nearly $600 million benchmark signals further expansion rather than a peak, with additional premium volumes expected to come online as the company continues scaling production and distribution globally.

*All images courtesy of T&G Global. 

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