Sun-Maid Growers of California has announced a brand licensing agreement giving Flowers Foods, producer of Nature’s Own, Wonder, Tastykake, Dave’s Killer Bread, and other bakery foods, license to produce and distribute Sun-Maid Raisin bread to approximately 80 percent of the U.S. population. The agreement launches in retail stores this week, with both companies committed to growing the brand.
“Sun-Maid is intent on bringing raisins to top-of-mind to all of our customers—especially those who have traditionally looked for us in the bread aisle,” commented Harry Overly, president and chief executive officer of Sun-Maid. “We’re fearless in reexamining our business relationships and have found a great strategic partner in Flowers Foods, who is as committed to growth as we are.”
“We are happy to partner with Sun-Maid and look forward to expanding the reach of this brand in the bread aisle and our reach into the breakfast bread segment,” said Brad Alexander, president of Flowers Foods’s Fresh Packaged Bread business unit. “Sun-Maid has been the trusted go-to snack option for U.S. families for more than a hundred years and we’re excited about the opportunities ahead.”
Sun-Maid is launching a new campaign in January 2019 to remind consumers of the great experiences and memories they have had with Sun-Maid over the years. Flowers will help support the campaign with tie-ins that promote the great taste and quality of Sun-Maid Raisin bread.