Dazzle(TM) apples return to Thailand for the 2026 season, building on last year's wholesale launch, with a continued focus on scaling its presence in this channel. The season will kick off with a wholesale activation at Talaad Thai, reinforcing the brand's commitment to Thailand as part of its broader expansion across Asia. Developed in New Zealand and grown in Hawke's Bay, Dazzle is recognised for its bold red appearance, crisp texture, and naturally sweet flavour a profile created to appeal to Asian consumers and modern snacking occasions.
Following its market entry, Dazzle will expand its presence in Thailand through a series of consumer-facing initiatives rolling out from June, including KOL collaborations, MRT out-of-home placements, and a Thai-language website serving as a brand platform. These efforts reflect a more sustained approach to building awareness and trial among Thai consumers, while supporting retail visibility across key channels.
These initiatives support Dazzle's broader efforts to strengthen brand visibility and expand consumer access in Thailand's premium imported fruit market. As Thailand continues to present a promising landscape for premium imported fruit, supported by a growing base of health-conscious consumers seeking natural, high-quality food choices. In this context, apples are widely regarded as a trusted, everyday fruit known for their natural goodness, fibre, and essential nutrients making them a relevant and accessible choice within Thailand's evolving fresh produce landscape. For Dazzle, the market offers an opportunity to build familiarity over time through consistent in-market presence and collaboration with local partners across wholesale and retail channels
Dazzle(TM) apples are available at selected retailers including Makro, Gourmet Market, Lotus's, and Big C. As the brand enters its second year in Thailand, the focus remains on building long-term familiarity and accessibility within the premium imported fruit segment.
Experience The Crunch of New Zealand with Dazzle(TM).