OZblu to launch Chinese brand name at Asia Fruit Logistica

The OZblu is a well-established blueberry brand in China, known for its consistent quality, but as part of its participation at Asia Fruit Logistica 2025 in Hong Kong, OZblu will unveil its Chinese rebranding–蓝有™️ (Lán Yǒu).

Through a press release, the company explained the name was developed to strengthen OZblu’s local market presence and deepen its engagement with United Exports’ Chinese customers and consumers, while maintaining alignment with its global identity.

The characters 蓝有 combine two ideas: 蓝 (Lán), meaning “blue,” represents the blueberry itself, while 有 (Yǒu) means “to have” or “possess” and also carries connotations of abundance and enjoyment. Together, the name conveys the idea of a blueberry brand that “has it all” (taste, quality, pop, and consistency) while also evoking the notion of a “blue friend” or trusted companion, symbolising blueberries as a cheerful and reliable part of everyday.

OZblu said the launch of 蓝有 reflects its long-term commitment to the Chinese market, where blueberry consumption has been growing at double-digit rates. China is now the world’s second-largest fresh blueberry market, with demand surging across both traditional retail and e-commerce channels.

Over the coming season, 蓝有 will be introduced to consumers through more than 2,000 in-store promotions across major Chinese cities, in partnership with leading retailers and distributors. To mark the start of the season, OZblu partnered with leading importer Riverking and retailer Yonghui, unveiling jumbo-sized Peruvian blueberries in the new Chinese branding and celebrating the beginning of their new relationship with Yonghui.

“China is one of the most dynamic and rapidly developing blueberry markets in the world,” said Roger Horak, Founder and Executive Chairman of United Exports. “Introducing our Chinese name is an important step for us to build stronger consumer recognition and loyalty in this exciting market.”

OZblu has production in multiple regions worldwide to ensure a near year-round supply. The brand is known for its proprietary varieties, which offer extended shelf life, firm texture, and consistent, distinctive flavor attributes particularly valued in China’s fast-expanding retail and e-commerce landscape. The brand said it will gradually integrate 蓝有 across its packaging, marketing, and consumer engagement in China following the official launch at Asia Fruit Logistica 2025 in Stand 5F39.

09-02-2025

Source: Freshfruitportal.com