Reedley, Calif.-based Dayka & Hackett LLC hopes to give the major mandarin labels a run for their money this summer by tying it in with the release of the Universal Pictures/Illumination Entertainment animated film “Despicable Me 3.”

The company has launched a label, Minion Mandarins, named after the mischievous sidekicks featured in the movie, said Tony Liberto, import citrus manager.

Liberto said there will be no upcharge for the 2- and 3-pound Minion Mandarins mesh bags, which will be available on request through October.

The bags depict a Minion, Carl, eyeing a tasty mandarin snack hanging from a branch above him.

The company’s traditional label, Flavor Grown, also will be available.

Some major retailers already have committed to using the special bag throughout the summer, Liberto said.

In addition, the company will work with retailers on special promotions timed to coincide with the release of the movie on June 30.

Mandarins make a fitting tie-in with the movie since they are “kid-friendly and kid-size,” Liberto said.

The purpose of the promotion is to drive consumption and attract repeat business.

“Once we have it in kids’ hands and in parents’ hands, we think they’ll come back to buy it again,” he said.

Clementines have been the biggest growth item in the citrus category and one of the biggest in the produce department, he said.

“It’s a quality piece of fruit that eats really well.”

Each bag order will be custom packed at company facilities in Dinuba, Calif., and Wilmington, Del.

 
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