Supermarket Perimeter - November 2021 - 45

Rooke said. While volumes of the naturally seedless variety are small,
it's an innovative product that will be a game-changer in produce as
production grows over the next few years, he said.
Supplementing its Halos and Wonderful Seedless Lemons programs
will be navels, limes, Texas oranges and grapefruit and specialty citrus
items like cara caras, blood oranges and minneolas.
California crops will be a " mix of ups and downs, while we are in the
midst of crop recovery in Texas due to the recent freeze, " Rooke said.
Wonderful Halos is re-launching its targeted multi-million-dollar
marketing campaign for the 2021-22 season, Rooke said.
The effort includes social media, in-store POS displays, and a
collection of colorful stickers that will " surprise and delight consumers, "
he said.
" Last season's regionally targeted campaign drove significantly higher
sales growth in ad markets versus non-ad markets during the campaign
period, " Rooke said.
For the fifth consecutive year, Wonderful Halos will also continue
its " Grove of Goodness " display program. This year, the program will
feature new eye-catching Halos Grove Tree displays. The company's
analysis has shown that Halos POS displays drive 18% faster velocities
instore compared to stores that do not feature Halos POS.
" Coming off a citrus season of strong growth and momentum from
consumer demand for vitamin C, we're excited and optimistic for
the upcoming season, despite the shorter crop, " Rooke said. " When
comparing consumption trends of citrus to two years ago, pre-COVID,
we're seeing strong growth across almost all citrus sub-categories and
are excited to see this will continue. "
Specifically, demand for Wonderful Halos is expected to be strong
again this season - they're the perfect healthy snack, Rooke said, for
both kids and adults and an excellent source of vitamin C. One serving
of Halos (two medium mandarins) contains 50% of the recommended
daily value of vitamin C.
Going retro
Sunkist is debuting two new packaging designs this season featuring
the coop's iconic Sunkist lollipop logo. The logo will be front and center
on new mandarin and organic packs.
According to a study of Gen Z and millennial consumers, Sunkist's
retro lollipop, first introduced in the '60s, produces positive emotions,
with more than half of respondents saying it made them feel " happy, "
" joyful " and " hopeful. "
" The Sunkist lollipop is a celebration of our California heritage, "
Ward said.
According to a recent Sunkist shopper behavior study, 75% of lemon
purchases were for a recipe. There are so many uses for lemons, and
all citrus varieties, for that matter, Ward said, and that's why Sunkist
continues to serve up fresh recipes on Sunkist.com/recipes and its
social media pages.
Also new this year, Sunkist will celebrate the Chinese Lunar New Year,
which falls on Feb. 1, with a 10-pound Year of the Tiger orange carton
that can hold cara cara or navels. (Oranges are a symbol of luck during
the holiday.)
Matching bins can also hold pummelos, another popular variety that
time of year. The limited-edition Year of the Tiger cartons and bins will
begin shipping in December.
supermarketperimeter.com
NOVEMBER 2021 - 45
http://www.Sunkist.com/recipes http://www.supermarketperimeter.com
Supermarket Perimeter - November 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2021
