Sun-Maid Wants Millennials To Eat More Raisins

We all recognize the Sun-Maid raisins brand. In fact we've probably all seen them in mom and dad's kitchen. Whether you ate them or not, the company is trying to reach an entirely new generation of consumers. 

The Los Angeles Times reported that Sun-Maid Raisins feels they are losing touch with consumers, especially younger ones.

President and CEO of Sun-Maid, Harry Overly, has vowed to change that. The California-based company even tweeted that they are "redefining #snackgoals, one little red box at a time!"


This will be the first time in over a decade that Sun-Maid launches a national campaign. It will run next year with the focus of growth over the next 3-4 years. 

During our research, we heard comments from people who said raisins are the bridesmaid but never the bride, or it’s like mustard — you eat it on a hot dog but never alone,” Overly said in the Los Angeles Times report. “Raisins are not a top-of-the-mind snack. And … competition on the grocery store shelf is fierce.

The company acknowledges that kids aren't thinking about raisins anymore and that it needs to become more relevant. 

 They will relaunch flavored sour raisin snacks made with natural fruit juice and no added sugar. They were released about 18 months ago, but Sun-Maid gave them a makeover, including new packaging and placement in grocery stores’ snack aisle instead of the dried fruit aisle. 

Exciting news! They come in watermelon and strawberry flavors. This is actually really something to look forward to. 

How do you guys feel about raisins being revamped? I'd love to hear your guys' thoughts on this. 

Photos: Getty Images

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