VALENCIA, CA - As a lover of all things pink, you can bet Sunkist Growers’ latest strategy surely caught my eye. Wielding its robust Cara Cara orange portfolio, the citrus supplier has redesigned its packaging options and merchandising offerings based on consumer trends and insights to better drive momentum for the category. Say hello to The Pink Orange!
“We’ve been watching the Cara shopper closely over these last few seasons,” shares Cassie Howard, Senior Director of Category Management and Marketing. “We know that consumers prefer to shop in-stores for produce, especially oranges, stressing the importance of eye-catching designs and engaging displays. Consumers want to be heard, and we’re listening to the feedback and applying real-time changes, revamping our messaging and packaging to own the Cara category and be more easily recognizable in-stores for shoppers.”
Orange on the outside, and pink on the inside, Caras get their unique pink interior from the antioxidant lycopene, a press release explained; offering 100 percent of the recommended daily vitamin C intake, this specialty orange variety also contains key nutrients like folate, fiber, and potassium. This makes Cara Caras a perfect choice as health remains top-of-mind for shoppers looking to support their holistic lifestyles.
The brand’s brand-new, “all-pink” packaging and matching merchandising for Caras makes its debut this citrus season. The design is proven to capture consumer attention, as the new bags were tested among avid orange shoppers, with consumers gravitating toward the pink bag and “The Pink Orange” as a simple and straightforward identifier for the Cara category. Nearly half of these respondents also indicated that the new design elicits fun and excitement, and 58 percent said they would definitely buy this product if available today.
“Cara sales have increased in both dollars and volume this year versus last season,” said Howard. “In the 3 lb bag, the No. 1 selling pack size, we have seen increases by almost 20 percent year-over-year.”
Sunkist Growers comprises over 1,000 multi-generational farmers, many of whom specialize in Cara Cara oranges. For more of the details behind this unique packaging play, click here.
ANUK will continue to report on the latest brand strategies, so stick around.
