OZblu launches Chinese brand name

Blueberry brand OZblu, operated by United Exports, will present its new Chinese brand name, 蓝有 (Lán Yǒu), at Asia Fruit Logistica 2025 in Hong Kong.

The name is intended to strengthen OZblu's market presence in China while remaining consistent with its global identity. The characters 蓝 (Lán), meaning "blue," represent the blueberry, while 有 (Yǒu) means "to have" or "possess" and carries associations with abundance. The combined name conveys the idea of a brand that embodies taste, quality, and consistency, while also suggesting reliability and everyday appeal.

The introduction of 蓝有 comes at a time when blueberry consumption in China is increasing at double-digit rates, making the country the second-largest fresh blueberry market globally. Demand continues to grow across both traditional retail and e-commerce channels.

Over the next season, the new branding will be introduced through in-store activities across more than 2,000 outlets in major Chinese cities, in collaboration with retailers and distributors. To mark the beginning of the season, OZblu partnered with importer Riverking and retailer Yonghui, presenting jumbo-sized Peruvian blueberries under the new branding.

"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 maintains production in several regions worldwide to supply markets nearly year-round and is known for proprietary varieties bred for shelf life, firmness, and flavour. The company confirmed that the 蓝有 branding will be progressively integrated across packaging and marketing materials in China following its official launch at Asia Fruit Logistica.

OZblu will be exhibiting at Stand 5F39 during the trade show.