Sassy apples, the vibrant new variety from Aotearoa New Zealand, have officially hit shelves in superstores across the UK. With their bold red skin, crisp texture, and naturally high levels of anthocyanins (a powerful antioxidant found in red fruit), Sassy™ is shaking up the apple aisle with flavour, flair, and freshness.

Available during the UK off-season, Sassy™ offers a premium New Zealand-grown option for shoppers looking for something a little different. With eye-catching colour and a graffiti-inspired brand identity, these apples are designed to stand out.

To match the brand’s punchy personality with real sustainability, Sassy™ is packed in a fully recyclable, plastic-free Linerless pack, developed in partnership with Mansfields Fruit Farming, Ravenwood Packaging, Smurfit Westrock, and ProPrint Group. The format uses only biodegradable paper and board, with no plastic wrap or backing waste, while still delivering strong shelf appeal.

One of the key challenges in packing Topfruit apples is achieving secure presentation and standout branding without relying on plastic, ”said a spokesperson from Mansfields”. This move is not only about functionality and sustainability, but also about offering consumers a pack that’s consistent with their values.

The packs are applied using Ravenwood’s high Nobac 5000L machine, ensuring efficiency and minimal waste across production. All materials used are kerbside recyclable and tested for optimal performance.

The impact of easily recyclable packs for Sassy™

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.”

The Sassy™ launch is part of a wider sustainability push from Mansfields Fruit Farming and the Sassy™ owners, who plan to roll out more Linerless solutions across their top fruit offerings. As UK retailers look to cut plastic while still delivering premium, high-visibility branding, this packaging format is gaining significant momentum.

Sassy™ apples are available in UK Retailers now, go give them a try you will not be disappointed.

To find out more about Linerless packaging options for Fresh Produce, contact Graham Bonus at ProPrint Group.

Case Study conducted and written by ProPrint Group.