Sun-Maid Taps New Licensing Agency

This new partnership is part of a broader, multi-year strategy by Sun-Maid to reinvigorate its 114-year-old brand and appeal to a new generation of millennial and Gen Z consumers. The company has been actively working to move beyond its traditional perception as just a baking ingredient, aiming for growth in the competitive healthy snacking aisle. Under former President and CEO Harry Overly, who took the helm in 2017, Sun-Maid launched its first national advertising campaign in a decade and rolled out a significant packaging redesign, its first since the 1970s. This push included introducing new products like Sour Raisin Snacks and various yogurt-covered raisins to compete with other modern snack options. The cooperative made its first-ever acquisition in its 109-year history in 2021, purchasing the organic baby and toddler food brand Plum Organics from Campbell Soup Co. This move was a strategic play to establish a brand relationship with families from a much earlier stage, ideally graduating young consumers to Sun-Maid's core products as they grow. The leadership driving this transformation continues under CEO Steve Loftus, who took over in 2024 after joining as President and COO in 2022. The company remains focused on innovation, even tapping a "Board of Imagination" made up of children to help develop new products like their Blueberry & Vanilla Yogurt Covered Raisins. Earthbound Brands is tasked with extending this refreshed identity into new product lines. The agency has a track record of expanding major brands into new categories, having recently been hired by Newman's Own to move its brand into snacks, frozen foods, beverages, and lifestyle products. This licensing push is a key tactic for Sun-Maid to deliver more value to its cooperative of approximately 850 family farmers in California's Central Valley. Facing increased price pressure from overseas raisin producers, expanding the Sun-Maid brand into new, value-added products is a critical strategy for growth. Sun-Maid's brand licensing isn't entirely new, with a program in place since 1982 that has led to products like Sun-Maid Raisin Bread and chocolate-covered raisins. However, the appointment of an exclusive agency like Earthbound signals a more aggressive and strategic expansion into food, beverage, and potentially lifestyle categories.