Sun-Maid Taps Earthbound for Brand Expansion

This move taps into a booming food and beverage licensing market, the second most sought-after licensing sector globally, just behind fashion. The global licensing industry was valued at $369.6 billion in 2024, demonstrating the significant revenue potential of leveraging established brand trust. Sun-Maid, a farmer-owned cooperative for over a century, is comprised of approximately 850 family farmers in California's Central Valley. The company produces more than 200 million pounds of raisins annually and has been a household name since introducing its iconic "Sun-Maid Girl" logo in 1915. This partnership signals a continued push for innovation from the venerable brand. In 2021, Sun-Maid made its first-ever acquisition in its 109-year history by purchasing the organic baby food brand Plum Organics from the Campbell Soup Company. That move was aimed at establishing brand relationships with families and children from a very early age. Earthbound Brands has a 25-year history of extending iconic brands into new product lines, working with names like Girl Scouts, Hallmark, and The Pioneer Woman. The agency is known for its role in the "class-to-mass" movement, such as the notable partnership between designer Isaac Mizrahi and Target. The collaboration will likely focus on consumer-packaged goods that align with current trends, such as convenience, clean labels, and nostalgia. Earthbound's strategy often involves moving brands into new grocery categories like snacks and frozen foods, as well as lifestyle products, a path recently taken with their partnership with Newman's Own. By partnering with Earthbound, Sun-Maid aims to expand its presence beyond the dried fruit aisle, creating new consumer touchpoints and revenue streams. Past Sun-Maid licensed products have included items like raisin bread and chocolate-covered raisins.