Officials with Valencia, Calif.-based Sunkist Growers Inc. report that the company saw a bump in revenue last year.
Sales for mandarins in December 2021 were up 14% versus the same time the previous year, with growth across both the 3- and 5-pound bag sizes, said Christina Ward, director of global marketing at Sunkist.
“Specialty items are seeing growth in the citrus category,” Ward said. “Blood oranges are seeing increased demand at retail. Pummelos, a specialty grapefruit, leads the citrus category in volume growth this season. Volume this season will be 20% over last year.”
More changes at Sunkist are afoot, too. Ward said the company has a whole new merchandising portfolio, with display bins that put fruit front and center. Messaging on the bins showcases the fruits’ flavors, Ward said.
“Our shopper behavior studies have found that 60% of orange shoppers prefer to look at or touch produce items before making a purchase,” she said. “And 50% of consumers base purchase decisions on in-store promotions.”
Another packaging introduction involves the Lunar New Year. Traditionally, the orange serves as a symbol of good luck. To help consumers celebrate, Sunkist created a limited-edition, 10-pound orange carton celebrating the Year of the Tiger. The tiger-themed cartons hold navel or cara cara oranges, Ward said.
“We are in peak organic citrus season,” she said. “We have new organic packaging, highlighting the brand’s Californian heritage with the iconic Sunkist lollipop logo.”
