Crunch Pak unveiled its refreshed brand identity at the 2026 International Fresh Produce Association’s Global Produce & Floral Show in Orlando, Florida, highlighting updated packaging, licensed partnerships and an expanded focus on convenient fresh snacks.
Andy Kimbrel, executive vice president, and Danelle Huber, marketing director, joined The Packer to discuss the rebrand and how the company is building on its fresh produce roots while exploring new products and partnerships.
Huber said the refresh was designed to give Crunch Pak a stronger, more recognizable presence on retail shelves. The updated packaging features brighter, bolder visuals while maintaining the fresh produce identity associated with the company’s staple sliced apple products.
Crunch Pak also highlighted licensed partnerships featuring children’s cartoon characters, including Bluey, Minions, Shrek, Minecraft and Frozen. Huber said the partnerships help make fresh produce more interesting for children and promote healthier snacking options.
Beyond the visual changes, Crunch Pak is expanding its approach to convenient snacking with products that combine fresh fruit with additional components, including a push on protein and fiber options.
Kimbrel discussed the company’s continued work in product development and opportunities to bring new offerings to consumers as their snacking preferences evolve.
Crunch Pak’s portfolio has grown beyond sliced apples to include whole fruit, vegetables and ready-to-eat snack options.
The refreshed branding supports the company’s broader efforts to bring convenient fresh food options to more consumers throughout the day.
Looking ahead, Crunch Pak is focused on expanding its offerings beyond traditional fresh fruit snacks to provide convenient options for different eating occasions.
“We’re not only a snacking company, we’re a convenience company, we have something for everyone at any time of day,” Huber said.
