Sundia unveils cut fruit line, adds new melons to lineup
Sundia unveils cut fruit line, adds new melons to lineup
SAN DIEGO -- Looking to capitalize on the momentum it has gained in just under two years of operation, Sundia Corp., an up-and-coming marketer of fresh watermelons and a watermelon juice distributor, is now setting its sights on cut fruit.
"We are launching in January for nationwide distribution through chains and mass-market retailers," said Brad Oberwager, Sundia's chief executive officer. "This one's big."
Mr. Oberwager noted that the cut-fruit market is currently "underserved by only one premium-priced brand," and that Sundia plans to "get into the market by being aggressively priced. This product is going to be successful based on high volumes, and we are confident that we will get them with our aggressive marketing and cross-promotions."
Marketed under Sundia's "True Fruit" label, the line will initially consist of four varieties: "Perfect Peach," "Mandarin Orange," "Ruby Grapefruit" and "Fruit Fresco," with the latter containing peaches, pears, pineapples and cherries. "True Fruit" will be available in two sizes, an eight-ounce single serving and a 20-ounce PET plastic jar. Though it will initially be available across the United States by February, Sundia hopes to have the line available in Canada later in 2007 with bilingual labels, said Dan Hoskins, Sundia's chief operating officer. Mr. Hoskins noted that Sundia will source only the highest-quality fruit from all over the world for the new line.
"This is an over $300 million market and is something that retailers have been asking for as an alternative to a premium-priced product," Mr. Oberwager said. "We will have fewer SKUs to drive more focused volume and will be targeting a price of 99 cents to $1.29 for the single-serve containers, a 50 percent discount compared to the competition's product."
"We want to drive value for our growers, and the cut fruit is a good association to the commodity," Mr. Hoskins said. "Launching value-added products achieves our strategy by bringing value to the Sundia sticker on produce."
"We see our roles as innovators and want to drive a tremendous positive flow to commercial products," Mr. Oberwager said. "As we continue to innovate, and this is something that this industry really needs, we are lending a lot of positives to fresh produce."
In addition to the new cut-fruit line, Sundia has expanded into honeydews and cantaloupes carrying the "Sundia" label.
"We originally launched into Costco this summer and [the honeydews and cantaloupes] are now available nationwide," Mr. Hoskins said.
"We are launching in January for nationwide distribution through chains and mass-market retailers," said Brad Oberwager, Sundia's chief executive officer. "This one's big."
Mr. Oberwager noted that the cut-fruit market is currently "underserved by only one premium-priced brand," and that Sundia plans to "get into the market by being aggressively priced. This product is going to be successful based on high volumes, and we are confident that we will get them with our aggressive marketing and cross-promotions."
Marketed under Sundia's "True Fruit" label, the line will initially consist of four varieties: "Perfect Peach," "Mandarin Orange," "Ruby Grapefruit" and "Fruit Fresco," with the latter containing peaches, pears, pineapples and cherries. "True Fruit" will be available in two sizes, an eight-ounce single serving and a 20-ounce PET plastic jar. Though it will initially be available across the United States by February, Sundia hopes to have the line available in Canada later in 2007 with bilingual labels, said Dan Hoskins, Sundia's chief operating officer. Mr. Hoskins noted that Sundia will source only the highest-quality fruit from all over the world for the new line.
"This is an over $300 million market and is something that retailers have been asking for as an alternative to a premium-priced product," Mr. Oberwager said. "We will have fewer SKUs to drive more focused volume and will be targeting a price of 99 cents to $1.29 for the single-serve containers, a 50 percent discount compared to the competition's product."
"We want to drive value for our growers, and the cut fruit is a good association to the commodity," Mr. Hoskins said. "Launching value-added products achieves our strategy by bringing value to the Sundia sticker on produce."
"We see our roles as innovators and want to drive a tremendous positive flow to commercial products," Mr. Oberwager said. "As we continue to innovate, and this is something that this industry really needs, we are lending a lot of positives to fresh produce."
In addition to the new cut-fruit line, Sundia has expanded into honeydews and cantaloupes carrying the "Sundia" label.
"We originally launched into Costco this summer and [the honeydews and cantaloupes] are now available nationwide," Mr. Hoskins said.
