Sun-Maid Taps Agency for Brand Expansion

This new partnership is part of a broader, multi-year strategy by Sun-Maid to modernize its 114-year-old brand and appeal to younger demographics, particularly millennials. The company initiated this shift with a comprehensive packaging and logo redesign in 2020, its first since the 1970s, to better communicate product benefits like "0g Added Sugars" and "Whole Fruit." Leading this transformation was former President and CEO Harry Overly, who joined in 2017 with a mandate to reverse a decade of declining raisin consumption and make the brand relevant again. A key part of his strategy was innovation in the snack aisle, introducing new products like yogurt-covered raisins and sour raisin snacks to compete with the vast array of modern snack options. In a significant move to broaden its consumer base, Sun-Maid made its first-ever acquisition in its 109-year history in 2021, purchasing the organic baby and toddler food brand Plum Organics from the Campbell Soup Company. This acquisition was a strategic play to build brand loyalty with families from the moment their children start eating solid foods. Earthbound Brands is known for its success in translating established brand identities into new product lines, particularly through major retail partnerships. The agency was instrumental in developing the Isaac Mizrahi line for Target and a long-standing home collection for Better Homes and Gardens at Walmart. Their portfolio also includes food and beverage giants like Newman's Own, Girl Scouts, and a partnership with WW (formerly Weight Watchers) for co-branded food products with General Mills. The move into "lifestyle" products is a growing trend for established food brands looking to create new consumer touchpoints. This can range from apparel and kitchen accessories to themed gift sets and home decor. For Sun-Maid, this could mean anything from branded baking accessories to collaborations that tap into the nostalgia of its iconic red box.