T&G’s new JOLI apples to make global debut in Vietnam 

Consumers in Vietnam will be the first in the world to taste JOLI apples, New Zealand’s leading apple grower and developer T&G Global’s newest premium brand. The milestone marks the cultivar's first export. 

“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,” said Shane Kingston, T&G Managing Director of Apples. 

Image by T&G Global

Bred in Aotearoa New Zealand and commercialized 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,” Kingston added. 

T&G has licensed nearly 700 acres of JOLI apples in Aotearoa New Zealand, with plans to grow this to around 3,700 acres globally by 2035.

JOLI comes to grow T&G’s premium portfolio

According to a statement by the company, JOLI builds on T&G’s proven ability to take outstanding New Zealand-bred apple varieties to the world, and fits right in with the firm’s other brands. 

Image by T&G Global

“ENVY is our sophisticated ‘me-time’ apple, JAZZ apples are perfect for on-the-go snacking, and JOLI has been created for family sharing,” Kingston added. “Together, we have a strong premium portfolio enabling us to meet consumers’ needs, maximize 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. 

According to T&G, the global premium apple category is expected to grow from $13 billion to $19 billion between 2025 and 2030, representing a compound annual growth rate of 7.6 percent. In this scenario, the company says its premium apple portfolio is strategically positioned to grow beyond this pace, at 8.4 percent, 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,” the firm explained in its statement. “This creates a significant growth opportunity. Testing across China, Vietnam, Thailand, and North America found strong purchase intent, premium pricing potential, and a clear association with sharing.” 

Image by T&G Global

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. 

*All images courtesy of T&G.

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