Sunkist Growers Revamps CARA Program
In the world of citrus, one name stands out like a beacon of sunshine: Sunkist Growers. With a network of over 1,000 multi-generational farmers, many of whom are experts in cultivating Cara Cara oranges, Sunkist has solidified its position as a premier Cara supplier. But what makes Cara Caras so special? They’re super sweet and uniquely pink. In an effort to stay ahead of consumer trends and insights, Sunkist has undergone a complete makeover of its packaging and merchandising options for this citrus season.
Embracing Health Trends
In a world where health and wellness are paramount, consumers are on the lookout for products that support holistic lifestyles. And that’s where the Pink Orange, or Cara Cara, comes into play. While it might look like your typical orange on the outside, it boasts a delightful pink interior, all thanks to the presence of the antioxidant lycopene. But that’s not all; these vibrant citrus wonders offer 100 percent of your daily vitamin C intake and pack essential nutrients like folate, fiber, and potassium.
Cassie Howard, the Senior Director of Category Management and Marketing at Sunkist, shares some exciting news: “Cara sales have skyrocketed this year, both in terms of dollars and volume compared to the previous season. In fact, our 3lb bag, the number one selling pack size, has witnessed nearly a 20 percent year-over-year increase.”
The Science of Consumer Behavior
To truly understand the ever-evolving behavior of today’s consumers, Sunkist has embarked on a mission to gather valuable insights. These insights are the linchpin behind customizing packaging, merchandising, and shopper-marketing programs to cater to the unique goals and desires of each retailer.
“Closely monitoring the Cara shopper’s preferences over the past few seasons has been enlightening,” Cassie notes. “We’ve learned that consumers prefer to shop in-store for produce, especially oranges. This highlights the importance of eye-catching designs and engaging displays. We’re actively listening to feedback and making real-time changes, with a focus on revamping our messaging and packaging to dominate the Cara category and become easily recognizable in stores.”
A Splash of Pink
This citrus season marks the debut of Sunkist‘s “all pink” packaging and matching merchandising for Cara Caras. The new bag designs were put to the test among avid orange shoppers, and the results were astounding. Consumers were drawn to the pink bag and embraced “The Pink Orange” as a straightforward identifier for the Cara category. In fact, nearly half of the respondents indicated that the new design brought an element of fun and excitement to their shopping experience. An impressive 58 percent expressed their intent to purchase this product as soon as it hit the shelves.
Data-driven and consumer-focused, Sunkist’s commitment to innovation is evident. If you’re eager to learn more about Sunkist’s new Cara 3lb bag option and display bins for this season, make sure to get in touch with your local Sunkist sales representative. It’s time to paint the town pink with the Pink Orange revolutionizing the citrus world.
Conclusion
Sunkist Growers’ revamp of its CARA program is a testament to its dedication to meeting the evolving needs of consumers. By harnessing the power of data and consumer insights, Sunkist has not only transformed its packaging and merchandising but has also created a buzz around the Pink Orange, making it a must-have for citrus enthusiasts.
FAQs
- What makes Cara Cara oranges unique?
- Cara Cara oranges are renowned for their super sweet taste and vibrant pink interior, thanks to the presence of lycopene.
- How have Cara sales performed recently?
- Cara sales have surged, with a nearly 20 percent year-over-year increase in the 3lb bag, the most popular pack size.
- What drove Sunkist’s decision to revamp its packaging?
- Sunkist closely monitored consumer preferences and behavior, emphasizing the importance of eye-catching designs and engaging displays.
- What’s special about Sunkist’s new packaging for Cara Caras?
- The “all pink” packaging and “The Pink Orange” branding have been well-received by consumers, adding an element of fun and excitement to the shopping experience.
- How can I learn more about Sunkist’s new Cara options?
- Contact your local Sunkist sales representative to discover more about the exciting changes in store for this citrus season.