Soluna launches to a starry sky in China
Australian-grown Soluna®-branded ANABP 01 apples are now available at premium retailers in China, following an official launch in June.
The first commercial shipments of the Western Australian-bred apples, marketed as Bravo® domestically, landed in China in May, a significant milestone for both the variety and all Australian apple growers, following the granting of market access for mainland Australian apples into the massive and important market in 2025.
WA Farm Direct Executive Manager Rebecca Blackman said the brand launch against the spectacular backdrop of the Shanghai skyline had gone ‘perfectly’ and included influencer events and retail launches at two high-end retailers – Olé and Yonghui – in line with its target market.
“We are targeting a high-end, premium market segment,” Rebecca said. “Soluna is positioned accordingly, allowing us to achieve premium pricing. It is sold through retail channels that align with this positioning. Olé, one of China’s most upscale supermarket chains, held the first retailer launch, with Yonghui later in the day.”
Initial shipments account for just 20 per cent of a planned program to the new market that will run until September and continue a stellar export success story for Soluna since it launched internationally in 2023.
China is forecast to be the largest market for Australian ANABP 01 as the Chinese consumer is trending towards premium IP varieties. Rebecca said the export for season 2026 will account for 25 to 30 per cent of Class 1 production and positions the variety as Australia’s number one apple export by volume and value.
Building a premium brand in China
The apple is co-branded in China as Starry Sky apple, leveraging the visual appeal of its deep burgundy background scattered with white lenticels.
Rebecca said selecting a name that could be easily translated and said in Chinese – xīngkōng píngguǒ – was a key part of a comprehensive positioning strategy of Soluna for China’s premium fruit segment, which also combined strong importer partnerships, retail activation and premium packaging.
Distribution is being led by Joy Wing Mau and RiverKing, two of China’s largest and most influential fresh produce importers. Their involvement provides immediate access to premium retail, and e-commerce channels and strong distribution capability.
The initial rollout is focused on tier-one cities, including Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou and Tianjin, with placement secured in leading premium outlets including Olé, Yonghui, JD.com, citysuper, Meituan, Hema Fresh (Freshippo), Sam’s Club, Costco and Dingdong Fresh.
An integrated marketing campaign combined instore tastings, digital storytelling and pre-launch teaser activity to build awareness and trial.
Gift-ready packaging designed for China’s premium gifting culture position Soluna as both a high-quality eating apple and an occasion-based product. Soluna is being sold in two-pack, four-pack and nine-pack gift packaging, with local pricing ranging from 35 to 150 RMB (averaging approx. AUD3.75/apple).
This structured approach reflects the program’s focus on long-term brand equity rather than short-term volume growth, supported by close coordination across the supply chain.
A four-pack of gift-packaged Soluna® apples priced at 70RMB (AUD15) in premium retailer Olé.
Expansion across Asia and other export markets
Beyond China, Soluna is being positioned for growth across a diversified export portfolio. Current and emerging opportunities include Asia, North America and the Middle East, with growth deliberately staged to ensure supply is matched to market development.
- Asia: China, India, Hong Kong, Thailand, Singapore, Malaysia and Indonesia.
- North America: the US and Canada as emerging premium market opportunities.
- Middle East: continued demand for high-quality imported apples.
Australian production will remain the primary supply source in the near term. With many orchards still maturing, substantial additional volume is expected to come online over the next three to seven years. Export growth will continue to focus on premium channels rather than bulk commodity markets.
The program’s disciplined rollout is designed to match new supply with secured market demand, protecting grower returns while maintaining Soluna’s premium positioning internationally.
This article was first published in the Winter 2026 edition of AFG.
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