Sun-Maid redesigns its logo, packaging

Sun-Maid has a brand-new look.

The Fresno, Calif.-based company, known for its whole-fruit snacks, has debuted refreshed packaging redesign and an updated logo.

The company said the redesign was created to appeal to millennial audiences while keeping the nostalgic feel of its classic look intact. The packaging also features illuminated modifications to the sunrays and a refashioned image of the Sun-Maid girl. 

“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,” Harry Overly, president and CEO of Sun-Maid, said. “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 packaging on Sun-Maid products can now be seen on retail shelves nationwide, and the rollout for top SKUs will be completed by Easter, the company said.