California,US-based Paramount Citrus has announced the launch of Wonderful Halos – a new premium California mandarin brand, and plans to spend US$100m over the next five years to market the 'pure goodness' and sweet taste of the seedless easy-peel fruit, reports The Business Journal.
The launch follows the end of Paramount Citrus’ joint venture with grower Sun Pacific in May. The two companies sold mandarins under the Cuties brand.
Paramount Citrus will sell Halos through a partnership with California-based Fowler Packing. The two companies will oversee all facets of the production, sales and marketing for 65 per cent of the California mandarin crop, according to the report.
Halos will join the portfolio of Wonderful brands, including POM Wonderful and Wonderful Pistachios, and will be available from November.
