Better for You debuts Sunkist-labeled products

09/04/2007 12:00:00 AM
Don Schrack


Northbrook, Ill.-based Better For You has begun distributing a new line of chilled, jarred fruit under the Sunkist Premium Sweet label.

(Sept. 4) Sherman Oaks, Calif.-based Sunkist Growers Inc. has continued its recuperative campaign in the wake of the devastating January citrus freeze by reaching a licensing agreement with Better For You, the food division of Old World Enterprise Group LLC, Northbrook, Ill.

Better For You has begun distributing a new line of chilled, jarred fruit under the Sunkist Premium Sweet label, said Richard Sanderson, president of Old World Enterprise. The products should be available in select markets through the balance of the year but could be distributed nationwide by the first quarter of 2008, he said.

“Distribution of the Sunkist Premium Sweet products will also expand to Canada and Asia next year,” Sanderson said.

During an interview with The Packer in July, Tim Lindgren, president and chief executive officer of Sunkist Growers, said there are about 600 items with the Sunkist brand sold in 50 countries.

“Last year, we calculated there was something like $1.3 billion of sales of non-citrus, Sunkist labeled products,” Lindgren said.

The line was launched with eight items, including grapefruit, citrus salad, tropical salad, pineapple and valencia oranges but will expand to 14 selections in the near future, Sanderson said. The products are packed in 24-ounce glass jars and 8-ounce plastic cups. Marketing will be done through the Sunkist produce sales staff.

“Our goal was to establish a clear difference,” Sanderson said.

To jump start sales, Better For You expects to conduct aggressive introductory promotions. Sanderson said hangers offering discounts on future purchases, recipes and a money-back guarantee if the consumer is not satisfied with the product will be implemented beginning Sept. 15.



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