Sun-Maid Taps Agency for Expansion
Sun-Maid Growers of California has appointed Earthbound Brands as its exclusive licensing agency. The move signals a strategic push by the iconic raisin brand to expand into new food, beverage, and lifestyle product categories.
This partnership is part of a broader strategy by Sun-Maid to modernize its 114-year-old brand and connect with younger consumers, particularly millennials, who are less likely to purchase raisins than previous generations. The company has identified a "generational gap" in its consumer base and is actively working to bridge it through new products and marketing. Under recent leadership, Sun-Maid has been innovating its product line to compete in the crowded snack market. This includes launching new products like Sour Raisin Snacks and yogurt-covered raisins, as well as a premium "Farmstand Reserve" line to appeal to different snacking occasions. The move into broader licensing follows Sun-Maid's first-ever acquisition in its long history. In 2021, the cooperative purchased Plum Organics, a brand specializing in organic baby and toddler food, signaling a clear strategy to engage with families and consumers at an earlier age. "Sun-Maid has been part of everyday family moments for over 100 years, and this represents an exciting next chapter for our brand," said Sun-Maid CEO Steve Loftus. The goal is to thoughtfully extend the brand's reach while maintaining the quality and trust it has built over generations. Earthbound Brands is known for creating significant direct-to-retail partnerships and expanding brands into new consumer product categories. Jeff Cohen, CEO of Earthbound, stated, "Sun-Maid is a brand rooted in tradition, quality and a clear sense of purpose," adding that his team is excited to "develop meaningful brand extensions that stay true to those values."
