U.S.-based produce importer and distributor LGS Specialty Sales has unveiled its newly revamped Darling Clementines and Suavo Avocado product branding, as the company seeks to further boost sales growth. 

The packaging designs are currently underway, and the new branding is expected to hit stores in late November.

LGS category manager Rebekah McMurrain said this was the first major rebrand for the avocado and clementine labels, which have been around for 14 and 26 years respectively.

"There have been some modifications to the Daring brand over the years, but they have all resembled each other. This is the very first rebranding initiative, which is taking a big step forward," she told Fresh Fruit Portal.

She explained the branding project, which kicked off in late 2016, had come about from a few different factors.

"Our decision was born out of a desire to proactively add value to our current sales and marketing efforts, and it’s also a reflection of our commitment to play an active role in the growth and health of both categories," McMurrain said.

"Our end goal is to earn brand relevance with shoppers to help drive traffic to stores and also enable a continuous dialogue with them around the Darling Clementines and Suavo Avocados brands."

The company first took an extensive look at consumer trends and competitive branding in both categories in order to define a unique position and ensure relevance with today’s citrus and avocado shoppers. 

Over a period of eight months, LGS refined the new look and feel of both brands as well as key messaging and brand guidelines.

Company president and founder Luke Sears said he knew there was value in enhancing brand positioning to the consumer, both for LGS and its retail partners. 

“The clementine and avocado categories are experiencing unprecedented sales growth, and we are committed to playing an active role in the development and health of both categories in every aspect of our business, including marketing," he said.

Introduced with a vintage aesthetic, Darling Clementines was one of the first brands for the citrus fruit to enter the U.S. market in 1991.

Suavo Avocado, meanwhile, launched in 2003 to meet the growing demand for the on-trend fruit. The company said the new Suavo Avocado branding portrays a "fun and youthful aesthetic" designed to set the product apart on store shelves.  

The new branding will soon be launched on a new website, across social platforms and on packaging to ensure a uniform presentation through all consumer touchpoints.

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