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Crunch Pak and Earthbound Farms launch new sliced apple bag

By
Adam Campbell, digital publisher

Crunch Pak is making waves in the snack space with its new 12 ounce organic sliced apple bag, a collaboration with Earthbound Farms.

“The bag is resealable and hits a sweet spot in terms of pricing, self-life, size and convenience,” said Andy Kimbrel vice president of sales and marketing for the Cashmere, WA-based Crunch Pak. “This seems to be the right mix of variables that we’ve found over time.”

The new pack type began shipping in April and as such has not been widely marketed yet. It’s currently being sold by a handful of retailers including Wal-Mart, and Kimbrel expects to see additional retailers come online in the fall as new crop organic apples become plentiful.

The sliced apple shipper is no stranger to strategic partnerships or custom branding, however this is the company’s first Earthbound Farms product and the team at Crunch Pak is excited for the incremental sales opportunity this brings to retailers. “Retailers can reasonably expect the Earthbound label to help move product and bring a larger dollar volume per cart,” said Kimbrel.

“We’re really excited about this one,” added Justin Horner director of marketing for Crunch Pak. “It’s right in our wheelhouse since partnering with other brands is something we’ve been doing forever; to partner with Earthbound Farms is amazing. They have that expectation of quality, and the partner branding is fantastic. I think this is going to be a super product for retailers. They’re already used to bringing in products under the Earthbound flag so right away it has high recognition.”

According to Horner, “everyone who’s seen the new bag has been really excited about it. I think some of those retailers that are already heavily invested in the organic space have a lot to be excited about with this.”

He went on to commend their partners, saying that “Earthbound and everyone at Taylor Farms, the whole family has been really great to work with. They were so easy to collaborate with and we definitely hope there will be more opportunities to work together.”

From a production standpoint, Crunch Pak was perfectly positioned to produce the new pack type, telling The Produce News that it’s “inline” requiring very little pivot in production. The packaging design is different from anything currently in the perishable organic shelf space.

“Crunch Pak, being in Washington state, is one of the few sliced processors that has direct access to fruit,” said Kimbrel. “A lot of processors import fruit, especially organic fruit, so our company benefits from proximity to regional shippers. Whatever is the highest quality organic fruit accessible at the time, that’s what goes into this new pack type.”

It’s no secret that the healthy snacking segment of the produce world is up 20 to 30 percent in many cases, and Crunch Pak has invested heavily in new products like the Earthbound Farms bag and in automating their plant to take advantage of this extra demand.

“We’re prepared, whether on a production level, procurement level, with new products or organic fruit; we’re excited to keep up the momentum. Research from retailers indicates the demand for healthy snacks it’s not going anywhere, nor is the demand for new products. Our new Earthbound Farms, sliced organic apple bag checks all the boxes,” said Kimbrel.

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