Raisin brand Sun-Maid has selected licensing and marketing agency TreImage to assist in expanding its brand extension program.
The new licensing program for Trelmage will be include categories such as consumer packaged goods, kitchen textiles and home decor, apparel, fashion accessories, toys and publishing.
“We are so proud of the nostalgia of Sun-Maid and at the same time, we’re constantly looking forward to evolve with the wants and needs of today’s consumer,” says Harry Overly, president and chief executive officer, Sun-Maid Growers of California. “With Trelmage, we are looking to grow the Sun-Maid business by expanding into additional categories of merchandise that will serve as comforting reminders of a familiar brand. Trelmage brings a high level of expertise to our licensing business, which is a critical part of our go-forward strategy.”
The new representation deal comes following Sun-Maid’s recent rebrand. The raisin company announced a revamped look made to appeal to the Millennial consumer.
“Sun-Maid is a brand that practically every person in America has grown up with,” says Charles Singleton, founder, TreImage. “It’s not just the taste and nutrition – it’s a comforting feeling every time they purchase a Sun-Maid product. We’re excited to work with Sun-Maid and continue to build the brand with new licensed merchandise that gives today’s consumers new, but still nostalgic, ways to bring the brand into their lives.