Wonderful Citrus' Zak Laffite Talks Wonderful Seedless Lemons and Retail Opportunities

LOS ANGELES, CA - “Wonderful.” It’s right there in the name. Positioned as a convenient kitchen game-changer, Wonderful Seedless Lemons have seen consistent household penetration growth, continuing to rank high with consumers. In response, The Wonderful Company is ramping up marketing efforts across the country to continue the rapid growth the brand has experienced since Wonderful Seedless Lemons launched in 2019.

“With healthier lifestyles and better-for-you options taking precedence among consumers, citrus offers both functional benefits and convenience when integrating Wonderful Seedless Lemons into everyday meals and drinks,” shares Zak Laffite, President, Wonderful Citrus. “In 2024 alone, we saw consumption grow more than 40 percent, and we’re just getting started! During peak season, Wonderful Seedless Lemons have contributed 100 percent of the growth in the bagged lemon category for three consecutive years.”

With momentum already remaining strong, Wonderful Seedless Lemons is committed to growing brand visibility for its seedless lemons, beginning with one vital element: consumer education.

“With their juicy flavor and approachability, Wonderful Seedless Lemons have made a splash among heavy lemon users, and we are continuing to grow brand awareness through marketing and retail efforts, with the goal of achieving 20-25 percent category market share in the U.S. in the next 15 years,” Zak explains.

To support this growth, the supplier is strategically ramping up its nationwide marketing efforts. Earlier this year, the company launched its first-ever national advertising campaign in the U.S. titled "Lemons With Seeds Are Annoying," which comedically highlights the everyday frustrations of dealing with lemon seeds.

“What often surprises consumers is that citrus is a winter fruit, so the winter season is really when our supply begins to ramp up,” Zak continues, signaling retail opportunities ahead. “We are continuing to increase our supply to meet growing demand as consumers discover the benefits and simplicity of Wonderful Seedless Lemons.”

While Wonderful Seedless Lemons already stand out in the produce department, retailers can employ several strategies to further increase traffic.

“We’ve found that point-of-sale (POS) displays are incredibly helpful when it comes to showcasing our product and highlighting different usage occasions for our lemons,” Zak shares. “We work with retailers to display eye-catching hexagon bins with culinary-themed header cards—showcasing usage from seafood and cocktails to salad, hot tea, and lemon water—for merchandising in the produce department or secondary locations, such as the seafood section, which last year alone drove +24 percent velocity lifts vs. stores with no POS.”

With citrus remaining a go-destination now through the winter months and beyond, retailers have the opportunity to bring something truly Wonderful to their produce departments. For more category updates and insights, keep clicking on ANUK.