Sunkist revamps merchandising program for valencia oranges with exclusive back-to-school giveaways

Sunkist says it has new merchandising tips to help retailers sell larger value packs of valencia oranges and build impactful summer displays.

Sunkist is also unveiling an back-to-school giveaway, offering families a chance to win a Sunkist-themed prize package as they prepare for the new school year, according to a news release.

Circana data shows that citrus is an integral part of consumers’ shopping baskets throughout the summer, and consumers prefer to make in-store produce purchases, especially oranges. Building effective displays that put the Sunkist brand at the epicenter of the customer shopping journey is an effective solution for retailers to drive the category throughout the valencia season, according to the release.

“Valencia oranges are off to a good start this season, with volume up nearly 35% in June compared to the same time last year, according to Circana,” Cassie Howard, senior director of category management and marketing at Sunkist Growers Inc., said in the release. “Valencia oranges are a summer favorite and perfect for juicing – this program will enhance their visibility and appeal in the marketplace.”

According to a Sunkist-commissioned study, over 15% of orange shoppers report buying oranges as an impulse purchase, further stressing the importance of adding engaging and interactive displays at the store level. Sunkist says its new ready-to-wrap merchandising offerings include bilingual Latin-inspired pallet bin wraps and a back-to-school-themed pallet bin wrap as consumers prepare for back-to-school shopping as early as July.

“Back-to-school season is an important time for families, and we want to make it as enjoyable and stress-free as possible,” Howard said. “This giveaway is a way to give back to our loyal customers and help them better prepare for a successful school year with new ways to instill healthy habits into their kids' lunchboxes.”

The Sunkist Back-to-School Sweepstakes runs July 8 through Sept. 14, where consumers can enter for a chance to win back-to-school prizes — an excellent way for retailers to engage with their shoppers this summer, Sunkist says. Additionally, QR codes on the new bin wrap designs lead directly to the sweepstakes webpage where consumers can learn more about the contest.

Valencia oranges are available now through October and are uniquely the only California-grown orange variety available in-stores during the summer among a variety of imported fruit options, the release said.