Sunkist is seizing on the trend for seasonal eating by offering US retailers a full programme of marketing tools to promote citrus varieties at the height of their production season.
With volumes of Cara Cara, Navel and Blood oranges, Meyer lemons, Gold Nugget mandarins, Ojai Pixie tangerines and California Star Ruby grapefruit set to peak in the coming weeks, the citrus marketer is offering retailers a wide array of packaging and point-of-sale materials to help them build consumer awareness and demand.
“With consumers’ growing desire to eat seasonally and so many citrus varieties at their best, now is the optimal time for retailers to show off these items with in-store displays and educational signage,” said Joan Wickham, Sunkist’s director of communications.
“Sunkist is seeing increasing demand for peak season specialties, and consumers are more confident in their purchase decisions when retailers communicate the nuances of these unique varieties.”
Retail marketing director Julie DeWolf said the company works closely with it customers to create customised materials and programmes that help educate consumers and rive demand.
“Now, due to new digital print capabilities, we can customize bins and other point-of-sale materials with a one-week lead time, allowing retailers to quickly execute promotional programmes in a way that fits their stores’ unique formats and needs,” she said.
Sunkist said Cara Cara Navels would be available through May, while supplies of Navel oranges would run until June.
Meyer lemon retail sales and volume have increased significantly in the peak season period over the last 18 months, making them one of the fastest growing varieties in the citrus category. Sunkist offers Meyer lemons year-round, with strong supplies available now.
“Consumer demand for lemons continues to rise, and with lemons coming into peak production, this is a great time for retailers to leverage point-of-sale materials and secondary displays to promote lemons throughout the store,” said DeWolf.
Demand for Blood oranges, Gold Nugget easy-peelers and Ojai Pixie tangerines also continues to rise, Sunkist said.
“Additionally, California Star Ruby grapefruit is a springtime variety that is beginning to ship now,” said Wickham. “With its unique tangy-sweet flavour, grapefruit is trending among millennial consumers who are experimenting with consumption in beverages, ranging from nutrient-rich smoothies to creative mixology.”
