Sun-Maid Pushes Into New Categories

Founded in 1912, Sun-Maid Growers of California is a cooperative owned by approximately 850 family farmers in the Central Valley of California. The company, which produces over 200 million pounds of raisins annually, has been a staple of the dried fruit industry for more than a century. This move follows years of efforts to rejuvenate the brand amid shifting consumer tastes. Under former CEO Harry Overly, who took the helm in 2017, the company began a mission to restore raisins to snacking relevance, introducing flavored raisins and acquiring the children's snack maker Plum Organics in 2021. The brand's expansion strategy is now in the hands of CEO Steve Loftus, who was promoted in August 2024. Having joined Sun-Maid as President and COO in December 2022, Loftus has a background that includes roles at Kraft Heinz and TreeHouse Foods, signaling a continued focus on growth and strategic initiatives. Earthbound Brands is known for creating "class-to-mass" extensions, famously brokering a partnership between designer Isaac Mizrahi and Target. The agency has also developed extensive product lines for brands like Better Homes and Gardens at Walmart, and has worked with companies including Girl Scouts, Hallmark, and WD-40. The strategy reflects a broader trend of legacy food brands seeking new revenue streams. Companies like Oreo have found success by launching gluten-free versions of their classic cookies, while Hidden Valley has created a plant-based version of its ranch dressing to appeal to new consumer segments. For Sun-Maid, this could mean branching into categories like baked goods, yogurt, or even savory snacks, leveraging its well-known brand identity associated with natural sweetness and quality. The brand has previously licensed its name for raisin bread and to the Ferrara Pan Candy Company for chocolate-covered raisins.