LOS ANGELES, CA - If you once called yourself a Twi-hard, then you might find that the Giumarra Companies newest trio of premium nectarine offerings are exactly what we’ve always been longing to sink our fangs into, much like our favorite Cullen family. This week, the produce powerhouse introduced its latest stonefruit offerings under the DulceVida™ brand—Midnight Edition™, Twilight Edition™, and Sunrise Edition™—which are sure to lure shoppers in with their uniqueness.
“Our aim with the new DulceVida program is to generate consumer excitement in the nectarine category by offering enticing packaging and branding that mirrors the exceptional eating quality of these varieties,” said Jeannine Martin, Director of Sales for Giumarra Reedley. “Consumers will seek flavorful, unique items in the produce department this summer, as grocery stores continue to be the key food destination for people in many areas of the U.S.”
The DulceVida brand, which was established in 2015, consists of a line of proprietary stonefruit varieties originally bred in France that tout a superb eating experience with high flavor, aroma, and brix, according to a press release. The newest additions build on this legacy while also offering something new to the market.
Specifically, the new nectarines distinguish the appearance and eating characteristics of the different DulceVida varieties (currently in commercial production in California’s San Joaquin Valley) with the following attributes:
- Midnight Edition: yellow flesh nectarines with a dark, speckled exterior color. Available mid-June through August.
- Twilight Edition: white flesh nectarines with frosted fuchsia skin. Available mid-June through August.
- Sunrise Edition: yellow flesh nectarines with rose-red to deep berry skin. Available mid-July through August.
The latest brand additions will be available in high-graphic corrugated consumer boxes—in 2.5 lb and 4 lb options—and plastic handled bags—in a 2 lb option. Each packaging option will also come with customizable in-store and digital merchandising materials that include recipes, fresh inspiration, and more.
“The packaging for our new nectarine ‘editions’ captures the progression of a starry night from dusk to dawn, which correlates with the beautiful internal dense flesh and external skin coloration of the different DulceVida varieties, as each is unique but all are highly sweet and lush,” said Kellee Harris, Western Region Business Director for the Giumarra Companies. “We feel these new consumer packs and bags will speak to a shopper looking for a delightful addition to summer salads, desserts, and drinks!”
Midnight Edition and Twilight Edition will kick off the season, with first shipments beginning the week of June 15. Sunrise Edition will follow in July and begin shipping the week of July 15.
Retailers, it sounds like you will have quite the summer selection on your hands, with merchandising opportunities like never before!
