The Wonderful Company Celebrates a Best-Selling Wonderful Halos Season
- by Kayla Webb
LOS ANGELES, CA - In my house, there’s always something to celebrate. Sometimes it’s the little things, while other times it’s the truly big wins. After one of its best-selling seasons ever, The Wonderful Company is celebrating its Wonderful Halos, and I caught up with Wonderful Halos’ Director of Marketing Diana Salsa to find out more about the company’s winning season.
“Wonderful Halos—one of America’s top mandarin brands—broke records with its best-selling season ever. This was driven by Halos’ $28-million-dollar marketing campaign investment that included television advertisements, digital, print, social, billboards, PR, and FSIs, as well as the success of its award-winning ‘Grove of Goodness’ Point-Of-Sale (POS) displays at retailers nationwide. More than 43.4 million U.S. households purchased Wonderful Halos and Halos dollar sales were up over 8 percent. It was a big win,” Diana told me.
This season, over 2.5 billion servings of Halos were shipped to retailers nationwide. Specifically, Diana noted, Halos saw over 50 percent market share—two times bigger than the nearest competitor—and 88 percent brand awareness, with over two-thirds of consumers who buy mandarins choosing Halos. The season also included big wins during peak holiday occasions, including Thanksgiving 2017 (+6 percent in dollar sales), Christmas 2017 (+30 percent in dollar sales), Valentine’s Day 2018 (+27 percent in dollar sales) and Easter 2018 (+19 percent in dollar sales) versus last year, according to The Wonderful Company's data.
Diana also said that Halos, overall, account for 40 percent of total produce dollar growth during the California mandarin season, with this season reaching a record in velocity sold—+100 percent more than The Wonderful Company’s nearest competitor, according to The Wonderful Company's data.
Part of The Wonderful Company’s big win this season was thanks to its pivotal POS display program, the “Grove of Goodness!” This season, over 20,000 displays shipped to retailers nationwide, with some stores taking the displays to new areas of the stores for mandarins, like the frozen food aisle, deli, pharmacy, lobby entrance, and at checkout. As a result, retailers with the “Grove of Goodness” POS experienced more than two times lift in velocity growth compared to retailers without a display. The “Grove of Goodness” displays even won the 2018 Most Innovative Fruit Packaging or POS Solution at the Viva Fresh Gateway Awards, a truly big win!
Congratulations, Wonderful Halos, on an outstanding season! Here’s to many more!