Golden Bay Fruit has cultivated the Miranda apple for seven years, initially supplying the variety solely to Asian markets. The company now supplies Miranda exclusively to Tesco in the UK, where the apple is attracting attention for its vibrant green appearance, notably sweet taste and satisfying crunch.
To reduce its dependence on plastic film, Golden Bay Fruit explored linerless labelling after its packing partner, Mansfields, introduced the company to the solution. Mansfields was already using the technology for Golden Bay Fruit’s Sassy apples. Following consistent year-on-year growth for Sassy, the business selected the same packaging format for Miranda.
Since Miranda arrived on Tesco shelves in the UK this summer, demand has surpassed initial forecasts. Production has reached approximately 10,000 packs per week.
Premium shelf appeal with reduced plastic
The Miranda format uses a cardboard tray alongside a vivid linerless label, delivering a premium presentation intended to capture shoppers’ attention. Replacing plastic film with linerless labelling also supports Golden Bay Fruit’s objective of reducing plastic use across its food and drink packaging.
ProPrint Group, a UK linerless printer approved by Ravenwood, manufactures the labels. A Ravenwood Nobac 5000L linerless applicator then applies them to the packs. Developed for fresh produce, the system creates a linerless fruit lid with die-cut openings across the label surface. These apertures keep the apples visible while providing a strong branded finish.
The approach reflects several food and beverage industry trends, including demand for more responsible packaging, stronger shelf differentiation and practical food processing technology. It also demonstrates how food and drink sustainability goals can support commercial performance when packaging remains efficient and visually distinctive.
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.”
Extending a proven packaging approach
Golden Bay Fruit’s earlier experience with Sassy gave the company confidence to introduce linerless packaging for Miranda. With demand already exceeding expectations, the business is currently using one Ravenwood Nobac 5000L machine. It will assess future supply requirements before determining whether further production capacity is necessary.
The decision also reflects wider food manufacturing trends and food distribution trends, as producers and retailers seek packaging systems that combine operational efficiency with improved environmental performance. At the same time, changing food and drink consumer trends are encouraging brands to make product quality and sustainability more visible at the point of sale.
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 grows Miranda, Sassy and Dazzle apples on New Zealand’s South Island. With Miranda now available in the UK, the variety is extending the company’s linerless packaging strategy alongside its established Dazzle and Sassy ranges.
The packaging launch also highlights the role of food and drink industry innovation in responding to consumer expectations, evolving food and drink regulations and the growing importance of food and drink marketing. As brands assess new food processing technology and packaging formats, solutions that support product visibility, efficiency and food and drink sustainability are becoming increasingly relevant.
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