Sun-Maid Taps Earthbound for Brand Expansion
Sun-Maid, the iconic raisin brand, has appointed Earthbound Brands as its exclusive licensing agency. The partnership signals a strategic push to expand the Sun-Maid brand into new food, beverage, and lifestyle product categories.
This isn't the first time Sun-Maid has looked beyond the raisin box; the grower-owned cooperative has a history of brand licensing that stretches back to 1982. Past partnerships have put the Sun-Maid name on products ranging from raisin bread and chocolate-covered raisins to cookies and croissants. The move is part of a broader strategy for the 112-year-old company. In 2018, then-CEO Harry Overly stated the goal was to bring raisins "to top-of-mind," and in 2020 he called licensing a "critical part of our go-forward strategy" to evolve with consumer needs. Earthbound Brands is known for extending major food and lifestyle brands into new product lines. The agency has managed the expansion for Ree Drummond's "The Pioneer Woman" brand and developed food and wellness products for WW (formerly Weight Watchers) in partnership with companies like General Mills. Recently, Earthbound was also tapped to expand the Newman's Own brand into new grocery categories. CEO Jeff Cohen has highlighted the agency's focus on creating strategic programs that make it easier for consumers to engage with trusted brands.
