Sun Belle rolls out new premium blackberry label
Berry marketer and distributor Sun Belle has launched Craveabelles, a new premium blackberry label looking to sweeten up the category as spring supplies run through May.
The Illinois-based firm says the rollout debuts with proprietary varieties from Sun Belle’s Mexican breeding program. The company packs the fruit in 6 and 10-ounce clamshells.
Operating within the Frutura family of companies, the firm says its vertical integration supports consistent supply, quality control, and on-time deliveries for retail customers.
“We work closely together and have control of all steps of the process with consistent standards: Black Venture Farms leads varietal development, micropropagation, and is a nursery that brings plants to Sun Belle Mexico, the grower, and Sun Belle markets and delivers the product,” Marketing Director Hailey Clark tells FreshFruitPortal.com of the operation.
Craveabelles is set to deliver “higher-than-usual brix levels, glossy appearance, and 360- degree color,” the company states. Sun Belle’s VP of Business Development, Ken Hopps, says the program reflects years of evaluation and field trials.
“We’re confident that we can reliably deliver this program with exceptional flavor, bold color, firm texture, and dependable shelf life. From farm to shelf, we’ve implemented our tightest quality control practices at every step,” he says.
Branding push targets retail differentiation
Sun Belle is positioning Craveabelles as a sub-brand intended to signal a premium offering at retail. The company notes that the packaging features a deep purple and gold label designed to stand out on shelves and communicate an elevated eating experience.
“When the consumer opens the Craveabelles package, they’re met with a beautiful, uniform presentation of hand-selected berries and a back-label that reads, ‘Specially selected with the flavor you crave,’ building anticipation with purpose,” adds Clark.
The executive explains that the launch previews a broader brand refresh planned for 2026.
“We are working on strategies that will reinvent the Sun Belle brand while holding tight to its respected roots. And launching our Craveabelles line is a fun way to initiate that excitement”, she adds.
The company says it also plans to expand its premium berry offerings in response to increasing demand for specialty sweet programs, and that Sun Belle is excited to meet the demand.
“Today’s consumers are actively seeking exceptional eating experiences. When you pair that with compelling branding that clearly signals premium quality, it doesn’t just drive trial—it builds repeat purchases,” says VP of Sales Taylor Hazelwood. “Our goal is to give retailers a differentiated premium program that keeps shoppers coming back for that experience again and again.”
*All photos courtesy of Sun Belle.
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