FRESNO, CA - All eyes are on the citrus category as Fowler Packing’s Peelz™ Citrus brand adds multiple new offerings to its lineup. Introducing organic items in the mandarin category as well as the specialty Dekopon variety, Peelz is aiming to expand its prowess in the produce aisle.
“It’s evident that there is a growing demand for organic and specialty offerings within the mandarin category,” said Sean Nelsen, Vice President of Sales and Marketing. “Our expansion is another example of our commitment to be strategic partners for our retailers. With these new products, Fowler Packing becomes a one-stop-shop for the mandarin category, with quality and excellence at the forefront helping our partners drive category growth and meet the needs of every consumer.”
Dekopons are a specialty variety of mandarin known for their large size, funky shape, and sweet taste, the company said in its press release. Like other beloved mandarin varieties, this variety is easy to peel and seedless. According to Nielsen insights, last year the variety grew 104 percent in sales dollars YOY and 68 percent in lbs sold, with the average price per pound at $2.86. Organic mandarins have grown 29 percent in sales dollars and 32 percent in lbs sold season to date compared to the year prior.
Branded in the iconic Peelz label, these new products are intentionally crafted for consumers to make the connection across the citrus category and promote a clean shelf in the produce department.
“Nationwide, consumers have fallen in love with Peelz and our quality of product. We have doubled our market share from our launch last season and continue to be the fastest growing mandarin brand. It was a natural fit for us to expand our category with the Peelz brand,” said Nelsen.
Peelz organics will be sold in 2 and 5 lb pack configurations, and the Peelz Dekopons will be sold in single layer euro cartons.
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