Carmel, Calif.-based Fresh Alliance will offer Margaritaville-branded limes beginning in August.
The limes will be available in one-pound resealable bags, according to a news release. Managing partner Bob Hartmann described the lime category as growing but underdeveloped and the product as a step in the right direction.
“Our new grab-and-go Margaritaville lime bag brings something new and exciting to the category,” Hartmann said in the release. “We start with premium quality fruit, we pack to order to ensure freshness, and we are able to offer banner-specific marketing programs through our partnership with Margaritaville.
“The Margaritaville brand resonates with consumers,” Hartmann said. “There’s an immediate association with tropical escape, fun, food, and drink.”
Fresh Alliance has been working on the concept for more than a year, and initial feedback has been positive.
“We couldn’t be happier,” Hartmann said in the release. “The grab-and-go bag looks great and will definitely stimulate impulse sales. The bag also allows us to directly speak to consumers about usage ideas, which will encourage repeat purchases.”