ENVY™ has long been recognised for its exceptional quality, but the opportunity was far greater: to shift from a high-quality commodity to a globally distinctive premium brand. Our strategic positioning — ENVY™, for those with a taste for the exceptional — reframes ENVY™ as an icon of elevated taste, moving beyond functional cues to build lasting emotional relevance.

In one of the world’s most commoditised categories, ENVY™ already stood apart with a name that suggests desire and indulgence. The brand evolution doubles down on these emotional signals, creating a universal marker of exceptional taste and lifting ENVY™ out of the apple category altogether.

When noticing something exceptional it’s worth looking again with a more discerning and appreciative eye. In the case of ENVY™ it’s about inviting people to see apples not as everyday fruit, but as objects of beauty, craft, and desire.

This is the next chapter of ENVY™: a transformation from a high-quality fruit to a world-class brand.