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Sun-Maid Gets a Makeover

The snack brand is revamping its look.

Fruit snack brand Sun-Maid has updated its logo and its design across all products to appeal to the Millennial consumer.

The new look includes illuminated changes to the sunrays as well as a redesigned image of the Sun-Maid girl. The brand has also produced new packaging graphics that point to important callouts such as "0g of added sugar" and the Non-GMO project verification logo.

"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," says Harry Overly, president and chief executive officer, Sun-Maid. "The beloved Sun-Maid Girl and logo debuted over a century ago and gives the brand the trusted and timeless identity it enjoys today. 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." 

Updated Sun-Maid packaging has already hit store shelves, with continued rollout planned throughout the year.

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