Kalei apples.

Red and delicious ... Kalei apples.

Move over Pink Lady and Granny Smith, a new apple is set to hit the market and it promises to be loveable.

The Kalei apple was launched in Brisbane on Thursday after a 20-year breeding program at Applethorpe, southwest of Brisbane.

It takes its name from the word for "loveable" in Hawaiian and Queensland Agriculture Minister John McVeigh is smitten.

Mr McVeigh, who picked some of the first crop himself, says it's sweeter than other apples on the market and likened the taste to a Delicious.

"It's sweet and crunchy and that's the number one thing in my mind when you're eating an apple," he told AAP.

The part red, part speckled apple will also last longer than other Aussie apples, retaining its firmness, texture and crispness for up to three weeks.

It is also resistant to apple scab, a major fungal disease that costs Australian growers more than $10 million annually in lost production and chemical control.

It was developed through cross-pollination and without the use of chemicals or genetic engineering.

The Department of Agriculture's Dr Simon Middleton says the Kalei will provide Queensland's apple growers with a consistent yield and cashflow, helping to boost the $40 million-dollar-a-year industry.

It is hoped Kalei's ability to produce high early yields of top quality fruit will make it a market leader.

It is due to hit Australian supermarkets and international markets within two years.

AAP