Blue Royal is the new name for New Zealand berries. The team behind the premium brand has promised to offer consumers “super big and super tasty” blueberries.

“You'll be able to tell a Blue Royal from other blueberries instantly,” said Blue Royal global marketing manager Mel Auld. "Each berry is consistently the same big, plump size, and their deep blue color sets them apart from the rest."

The Blue Royal brand, which previously gained a following in the New Zealand market as Eureka, will be used to market New Zealand-grown blueberries, produced from genetics sourced from Mountain Blue in Australia.

Auld said the berries are the result of decades of innovation and market research, creating an offering that stands out from other varieties.

To convey this message, distinctive gold packaging has been developed for the Blue Royal brand.

"We designed our packaging to reflect a sense of both the quality and everyday luxury of this fresh fruit delight," said Auld.

The Blue Royal brand will hit New Zealand retail shelves in mid-October, following the start of the country's blueberry harvest.

Auld said that a handful of New Zealand gardeners have been selected to supply fruit to the program.

Our growers are some of the most experienced gardeners in Aotearoa (New Zealand) with a high level of technical excellence, ”he said. “They are as proud as we are to be part of the Blue Royal brand.

“There is real excitement building leading up to the season as we count down to launch. They are as excited as we are to see families across the country enjoying the quality and freshness of Blue Royal berries."

Auld said export markets are also on the radar.

“Our goal is to share Blue Royal blueberries with the world, and we want families around the world to become familiar with this innovative new Kiwi brand.”