Sun-Maid Hires Agency to Expand Beyond Raisins
Sun-Maid, the iconic farmer-owned raisin cooperative, is planning a major brand expansion. The company has appointed Earthbound Brands as its exclusive licensing agency to push the brand into new food, beverage, and even lifestyle categories, moving well beyond its traditional dried fruit market.
This strategic shift is driven by a need to connect with younger consumers, as data has shown Sun-Maid's core customer base is aging. CEO Harry Overly, who took the helm in 2017, has been focused on innovation to bridge this "generational gap" and combat the brand being "forgotten" after a decade without major marketing pushes. The move into new categories follows Sun-Maid's first-ever acquisition in its 109-year history in 2021, when it purchased the organic baby food brand Plum Organics from Campbell Soup Co. This was a deliberate step to engage with families and build brand loyalty from a much earlier age. Partnering with a licensing agency like Earthbound Brands signals a broader ambition. Earthbound is known for extending iconic brands into new retail spaces, such as creating a wide range of products for the Girl Scouts beyond cookies, resulting in over $500 million in retail sales in the first three years. The expansion comes as the global snack market is projected to exceed $680 billion in 2024. Key trends driving this growth include a consumer desire for healthier, natural ingredients and innovative, convenient formats that can often replace traditional meals. Under Overly's leadership, Sun-Maid has already pushed beyond the classic red box, introducing products like sour raisin snacks and yogurt-covered raisins to "reimagine the dried fruit aisle." The goal is to drive significant growth by making the 112-year-old brand a relevant player in the modern, competitive snacking landscape.
