Raisin company Sun-Maid is making a comeback with its first advertisement in over 10 years, to entice millennials back to the snack.
While popular with baby boomers and seniors, the brand feels that it has skipped a generation and hopes to remind millennials about their happy memories of Sun-Maid as kids.
“We are the biggest dried fruit brand in the world, but we haven’t acted like an industry leader,” Sun-Maid’s new CEO Harry Overly told Business Insider.
Overly is hoping to bring the raisins back to their former glory by amping up the brand’s image. He’s also hoping that with more products in the company’s portfolio, the business will be able to drive $100 million growth over the next three to four years.
With no marketing of the product in over a decade, the company will be hoping its nostalgic ad can tap into the younger generation.
Sun-Maid is also rebranding its sour raisin snacks which will be available in a variety of new flavours including watermelon, berry and strawberry. These golden raisins will relaunch in the spring in the US. Business Insider reported that the company is testing new snacks like bars or snack packs with dried fruits and different types of nut butter.