Sun-Maid Taps Licensing Agency for Expansion

This isn't Sun-Maid's first foray into brand expansion; the grower-owned cooperative has a history of licensing its name that dates back to the 1980s. One of its most recognized licensed products is Sun-Maid Raisin Bread, a staple in the bread aisle for many years. The company has also previously licensed its brand for items like chocolate-covered raisins and various baked goods. The move comes as the food and beverage licensing sector is experiencing significant growth, becoming one of the top three most dynamic spaces in brand licensing. Brands in this sector generated $7.4 billion in retail sales from licensed products in the last year, with 52% of brand owners ranking it as a top strategic category. This growth is partly fueled by consumers' desire for affordable indulgences and nostalgic flavors, especially during uncertain economic times. Earthbound Brands is known for its work with major names, including developing product lines for The Pioneer Woman, Better Homes and Gardens, and the Beautiful by Drew Barrymore brand at Walmart. The agency has a track record of extending brands into new retail categories, such as taking the cooking magazine *Cooking Light* and developing a line of food products. For Sun-Maid, a cooperative with a history stretching back to 1912, this partnership signals a strategic push to leverage its iconic status. The company, comprised of about 850 family farmers in California's Central Valley, aims to connect with consumers by expanding its presence beyond the dried fruit aisle and into new lifestyle and food categories.