Later that year, the first Halos rolled out to retailers.īy virtue of having more trees than Sun Pacific, Wonderful Halos instantly became the country’s biggest seedless mandarin brand.ĭIFFERING VIEWS ON HOW TO CONTINUE SUCCESS In a matter of days, the company - which has an in-house marketing agency - had brainstormed a new brand name and logo.
But Wonderful had no intention of departing from the mandarin market. Given the rapid growth of the mandarin category, both citrus brands were looking forward to separating in order to control their own destiny and the partnership fell apart in May 2013, with Sun Pacific taking over full ownership of the Cuties brand for an undisclosed sum. Over the following decade, the Cuties brand grew rapidly and established itself as a staple citrus product at retail, driven by its offering of a sweet alternative to the traditional orange and growing U.S. Paramount Citrus - whose parent organization Wonderful Company (formerly Roll Global), owned by billionaire couple Lynda and Stewart Resnick, market brands including Fiji Water and POM Wonderful pomegranate juice - would develop advertising and marketing, while Sun Pacific would handle sales. The Cuties brand name was trademarked in 2001, jointly owned by the two entities. from Spain and Morocco and were still almost unknown to consumers. At the turn of the century, the companies had decided to work together on a brand to maximize the potential market success of seedless mandarins, which then had only recently been introduced to the U.S. citrus industry - Wonderful Citrus (formerly Paramount Citrus) and Sun Pacific. Such unrivaled success with a new brand was made possible due to the collapse of a joint venture between two giants of the U.S. This peculiarity came amid explosive growth in both the supply and demand of high-quality seedless mandarins, undoubtedly one of the star products of the fresh produce industry over recent years. A newly launched and unknown brand became the category leader virtually overnight.
In 2013, something strange happened in the U.S. The largest citrus grower in North America, Wonderful Citrus, launched its Halos brand several years ago under unusual circumstances and amid spectacular growth in the U.S.
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