Determination of free and esterified carotenoid composition in rose hip fruit by HPLC-DAD-APCI+-MS

•A simple and economical HPLC-DAD-APCI+-MS method is developed for systematic carotenoid analysis in rose hip fruit.•Total carotenoid composition, including carotenoid esters, in rose hip fruit is reported for the first time.•The rare natural compounds rubixanthin esters and violaxanthin esters are detected in rose hip fruit.•Detailed interpretation of carotenoid identification.