Revamp of Cara Cara orange program

Health is still top-of-mind as consumers continue to seek out products that play a role in supporting holistic lifestyles and The Pink Orange, Cara Cara, is no exception. Orange on the outside and pink on the inside, Caras get their pink interior from the antioxidant lycopene. Offering 100 percent of the daily vitamin C intake, this specialty orange variety also contains key nutrients like folate, fiber and potassium.

“Cara sales have increased in both dollars and volume this year versus last season,” said Cassie Howard, senior director of category management and marketing for Sunkist Growers. “In the 3lb bag, the #1 selling pack size, we have seen increases by almost 20 percent year-over-year.”

To better comprehend the changing behavior of consumers, Sunkist Growers (which is comprised of more than 1,000 multi-generational farmers, many of whom specialize in Cara Cara oranges) has newly commissioned studies shedding light on key purchase motivators and recommendations for fine-tuning the experience for citrus shoppers. Sunkist can apply these insights to action, customizing packaging, merchandising and shopper-marketing program offerings to retailers’ goals and consumer requests.

Sunkist's new “all pink” packaging and matching merchandising for Caras will make its debut this citrus season.

“We’ve been watching the Cara shopper closely over these last few seasons,” said Howard. “Consumers prefer to shop in stores for produce, especially oranges, which stresses the importance of eye-catching designs and engaging displays. Consumers want to be heard and we’re listening to the feedback and applying changes, revamping our messaging and packaging to be more recognizable in stores for shoppers.”

Sunkist's new “all pink” packaging and matching merchandising for Caras will make its debut this citrus season. The new bag designs were tested amongst avid orange shoppers and consumers gravitated towards 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.

For more information:
Garrett Stolz
Sunkist Growers
Tel: +1 (661) 290-8772

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