Leading Australian citrus packer-exporter Mildura Fruit Company (MFC) welcomes a third addition to its new range of brands ahead of the 2025 season.
Nifty Navels will join Dandy Mandy and Cara Kisses as part of the company’s family of flavourful citrus brands, each accompanied by interactive cartoon-style characters. The colourful mascots are designed to help further engage with consumers and highlight the unique charm and flavour profile of each offering.
Dandy Mandy is an early to mid-season seedless mandarin, characterised by its vibrant orange skin and high-Brix sweet flavour profile. The Cara Kisses brand features Cara Cara oranges with highly emotive pink branding designed to influence purchase behaviour via educating consumers about the pink-fleshed variety. Nifty Navels utilise the ‘best navels in season’, ensuring that no matter what time of year a customer purchases the brand they are always guaranteed premium quality and eating experience.
MFC export account manager, Sam Thompson, describes MFC’s vision for these new emerging brands.
“These new brands represent a change in how we market and distinguish MFC citrus from our competitors, with the focus on ensuring MFC fruit maintains a premium position in all markets we actively sell into.
“This focus on differentiation extends beyond Australian citrus, with an acute focus on how we stand out among our global competitors, where brands can become lost, in what can be a price-conscious, commodity-style category, at times.
“MFC believes these brands are perfectly suited toward our supply partners, with engaging imagery creating an exciting feel in-store. These new brands are supported with above the line activations through our social media channels, new websites and QR code innovations, reinforced through in-line activities to encourage purchase behaviour.”
To authenticate this commitment, MFC has partnered with New Zealand-based company, Trust Codes, to apply individualised QR codes on its pre-pack solutions.
“Consumers are invited to scan the code, directing them to a personalised landing page based on the geographical location of where scanning occurred,” explains Thompson.
“The page auto-translates into the native language and helps consumers authenticate the country of origin of the fruit they have just purchased.
“The secondary role of the QR code allows MFC to further connect with the end consumer. The page invites them to play an interactive game, with the potential to win prizes through participating supply partners. Through this deeper level of engagement and brand loyalty, MFC helps to drive foot traffic back into stores, delivering category growth.”
The vibrant colours coupled with each brand can be seen across all packaging options, with all three brands available in 1kg pre-pack bags, and 9kg and 18kg cartons.
“In addition, the new character brands also have non-sequential PLUs,” says Thompson.
“The PLUs we’ve created have four different types for each of the three characters to help keep the branding on-shelf when the fruit is loose. It also provides another point of engagement as kids can collect the different stickers.”
Contact
Email: info@mfc.com.au
Phone: +61 03 5021 1644
