New Zealand apple grower switches to linerless packaging for UK market

New Zealand grower Golden Bay Fruit has reported sales of its Miranda apples above expectations at Tesco in the UK, following the introduction of cardboard trays with Ravenwood linerless fruit lids.

Golden Bay Fruit has cultivated Miranda apples for seven years, previously supplying the variety exclusively to Asian markets. The green-skinned variety, known for its sweet flavour and crisp texture, is now supplied exclusively to Tesco in the UK.

Seeking to reduce its reliance on plastic film, Golden Bay Fruit explored linerless labelling following a recommendation from packing partner Mansfields, which was already using the technology for the company’s Sassy apples. Following year-on-year sales growth with Sassy, the company adopted the same packaging format for Miranda.

Since its UK launch this summer, Miranda sales have exceeded expectations, with 10,000 packs prepared weekly for Tesco.

Cardboard trays replace plastic film
The Miranda packaging combines a cardboard tray with a linerless label, replacing conventional plastic film. The labels are manufactured by ProPrint Group, a Ravenwood-approved UK printer, and applied using a Ravenwood Nobac 5000L linerless applicator.

The equipment applies a fruit lid with die-cut openings that allow consumers to see the apples while retaining the product’s branding.

Graham Bonus, Sales Director at ProPrint Group, said: “Working with strong brands to deliver sustainable, plastic-free options for fresh produce is becoming a go-to solution. By combining commercially viable production speeds with growing consumer demand for more sustainable packaging, this format offers an attractive solution for brands and retailers alike.”

Further packing capacity under consideration
Golden Bay Fruit currently operates one Ravenwood Nobac 5000L and is monitoring supply and demand before deciding whether additional packing capacity is required.

Patrick Meikle, Chief Commercial Officer at Golden Bay Fruit, said: “Moving away from plastic film to linerless labelling was an important step for us as we wanted to reduce our reliance on plastic packaging. The visual impact of the cardboard tray combined with a bold, bright label also gives the pack a premium look and feel, which can make a real difference on shelf.

“Miranda has a point of difference, too. People often expect green apples to be sour, but Miranda is incredibly sweet and crunchy. That combination of a distinctive variety and standout packaging is helping the product exceed our expectations in the UK.”

Golden Bay Fruit cultivates Miranda, Sassy and Dazzle apples on New Zealand’s South Island, with all three varieties now using linerless packaging in the UK market.

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