Wonderful will debut its new branded lemons this fall. ( Wonderful )

Los Angeles-based The Wonderful Co. has added a new produce brand to its portfolio — Wonderful Seedless Lemons.

The variety, which is Non-GMO Project Verified, makes its debut this fall, according to a news release.

“As consumers’ appetite for seedless varieties in produce continues to grow, Wonderful Seedless Lemons will disrupt the industry and become a top category driver for branded produce,” Adam Cooper, senior vice president of marketing, said in the release.

Wonderful described the lemon category as a growing one and noted that, in a study the company commissioned, 83% lemon buyers said they were likely to purchase a seedless lemon.

“We’re encouraged that lemon buyers have expressed their willingness to pay a premium price for seedless lemons,” Cooper said in the release. “This is a game-changer for lemon buyers and will transform how they use and eat lemons in their everyday life.”

Wonderful will offer lemons in branded bags, and it will also have point-of-sale material to support the product. More marketing initiatives will roll out in the fall.

The lemons join a collection of Wonderful products in the produce department: Wonderful Halos mandarins, Pom Wonderful pomegranate juice and Wonderful Pistachios. The company has spent more than $1 billion building those brands, per the release.