CMI expands, redesigns Hero apple line - The Packer

CMI expands, redesigns Hero apple line

09/25/2013 12:52:00 PM
Mike Hornick

Hero applesCourtesy Columbia Marketing InternationalColumbia Marketing International is expanding its Hero labeled apple program, adding snack-sized pouch bags of red delicious, fuji, gala and granny smith varieties.

Previously, the line focused on export markets and depicted a black silhouette of a heroic figure. Now it uses bright, cartoon-like colors and styling, gives the hero a face and has domestic distribution.

The change was done with children in mind, according to the Wenatchee, Wash.-based grower-shipper.

“Before our pencil ever touched paper, a panel of children drove the look and feel of our direction,” Steve Lutz, vice president of marketing, said in a news release. The upgraded pouch line aims to increase buyer interest in the Hero brand.

A related mobile website encourages children to be “everyday heroes” and offers a game, healthy snacking information and a t-shirt.

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