Sunkist Growers is celebrating the upcoming Lunar New Year with the introduction of its Year of the Horse limited-edition packaging program, part of Sunkist’s annual Lunar New Year initiative, which evolves each year to reflect the zodiac animal and cultural traditions observed around the world.
The global program is designed to help retailers bring seasonal relevance and cultural storytelling to the citrus category during the Lunar New Year period, according to a news release.
The program features custom-illustrated 10-pound cartons designed specifically for Sunkist Navel and Cara Cara oranges, along with Lunar New Year-themed display bins that offer flexibility across citrus varieties. Celebrated this year on Feb. 17, Lunar New Year is traditionally associated with prosperity and good fortune, with citrus commonly gifted as a symbol of abundance and well wishes, making it a natural centerpiece for seasonal displays and gifting.
“As Lunar New Year coincides with the start of the calendar year, retailers have an opportunity to connect cultural tradition with how shoppers are thinking about food, family and fresh routines,” says Cassie Howard, senior director of category management and marketing for Sunkist Growers. “Our Year of the Horse program is designed to make that easy, combining eye-catching packaging with flexible merchandising options that help elevate citrus during an important seasonal moment.”
In addition to the limited-edition orange cartons, the program allows retailers to expand Lunar New Year sets through open display bins that can accommodate a range of citrus offerings. Lemons continue to play an important role as shoppers enter the new year, focused on at-home cooking and everyday versatility, while larger fruit options, such as pummelos, offer a bold visual presence perfect for Lunar New Year–themed displays.
Retailers are increasingly leaning into visually impactful citrus items during key promotional windows, particularly varieties that make a strong shelf presence, the company says. In recent promotional periods, pummelos have shown strong shopper engagement when supported with in-store activity, reinforcing their role as a bold citrus option well-suited for seasonal merchandising moments like Lunar New Year.
“The strength of Lunar New Year merchandising is its flexibility,” Howard says. “Whether retailers choose to anchor their displays with limited-edition orange cartons, build out larger themed bins or complement the set with everyday citrus staples like lemons, these programs are designed to support both celebration and repeat purchase.”
Sunkist’s Lunar New Year–themed packaging and display materials are available now. Retailers are encouraged to contact their local Sunkist sales representative to bring citrus, and the spirit of prosperity and good fortune, to stores today.
