T&G Global Launches Premium Apple Brand Joli in Vietnam Market

T&G Global has launched its new apple brand, Joli, in Vietnam, marking its global debut. The premium apple is designed for family sharing and joins T&G's established portfolio, alongside Envy and Jazz.

Joli apples have been licensed to 273ha of orchards in New Zealand, with plans to expand globally by 2035. The brand will be rolled out deliberately, with initial volumes limited as plantings mature and supply builds.

T&G expects the global premium apple category to grow from $13bn to $19bn between 2025 and 2030, representing a compound annual growth rate of 7.6 per cent. The company's premium apple portfolio is positioned to grow beyond this, at 8.4 per cent.

Joli apples have shown strong purchase intent, premium pricing potential, and association with sharing in testing across China, Vietnam, Thailand, and North America. T&G believes Joli has the potential to become a billion-dollar apple brand.