Sun-Maid products feature new logo and packaging graphics. Credit: PRNewsfoto/Sun-Maid Growers of California.

US-based whole fruit snack brand Sun-Maid has launched a new refreshed packaging design across all its products.

The company is introducing new logo and packaging graphics to suit the tastes of its millennial consumer target, while also maintaining the classic look.

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The new packaging features a modification to the sunrays following the feedbacks provided by customers.

It also features refashioned image of the Sun-Maid girl.

Sun-Maid president and CEO Harry Overl said: “The redesign was a delicate balance between updating a package that hadn’t been touched since the 1970s, and not disrupting the recognition and awareness we have with this loved brand.

“The beloved Sun-Maid Girl and logo debuted over a century ago and gives the brand the trusted and timeless identity it enjoys today.

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“The reintroduction maintains our icon and adds fresh aesthetics and important information about our better-for-you snacks to our package, which today’s shopper demands.”

In addition to the design update, the brand has introduced new packaging graphics. This will highlight to the customer the product’s differentiation and functional benefits in an updated font.

The front side of the package will feature callouts such as “0g of added sugar” and “made with whole fruit,” along with the Non-GMO Project verification.

Sun-Maid snacks with the refreshed makeover are now available on retail racks.

It is expected to rollout for top SKUs by Easter while new packaging products will be rolled out nationally this year.

Established in 1912, Sun-Maid Growers of California is a farmers’ cooperative of around 750 grower families.