Sunkist Growers is celebrating the Lunar New Year by redesigning its citrus cartons and display bins to commemorate the Year of the Snake.
Citrus fruits are considered symbols of good fortune, prosperity, and health in Lunar New Year Celebrations, the company explains. As such, its custom-designed packaging utilizes red and gold, traditionally colours of luck and wealth, and displays ‘authentic’ Chinese-inspired illustrations.
Sunkist envisions that the packs will make ‘an ideal centrepiece for family gatherings or gift-giving’.
Retailers are encouraged to build ‘large’ and ‘prominent’ displays with the Year of the Snake cartons, guiding consumers towards their favourite citrus fruits. While the ‘versatile’ cartons are suitable for Navel or Cara oranges, the corresponding display bins can be used to showcase Pummelos, Bloods, lemons, California mandarins, Minneolas, and grapefruits.
“Our Lunar New Year display bins are ideal for promoting our citrus fruit, including Pummelo grapefruit,” says Cassie Howard, senior director of category management and marketing at Sunkist. “It’s the largest citrus fruit, with a zesty, tropical scent and a sweet, tangy flavour. Pummelos are displayed in homes and are consumed for good luck during Lunar New Year festivities.
“Lunar New Year is a cherished observance for many of our global consumers, and we are thrilled to celebrate this special occasion with packaging that reflects the vibrant culture and traditions of the holiday. Our Year of the Snake cartons and display bins not only symbolize prosperity but also showcase the premium quality of Sunkist citrus.
“The Lunar New Year shopping season is the ideal time for retailers to promote citrus.”
Last year, Carlsberg marked the Year of the Dragon with a limited-edition bottle for its Pilsners product range, illustrated by professional Ofen Hu. Sold across China, Malaysia, Singapore, Hong Kong, Vietnam, and Cambodia, the graphics sought to capture ‘boldness, vibrancy, and beauty’ in their visual storytelling.
Various season-specific packages also came to light for Christmas 2024, such as Nestlé’s festive lineup for its confectionary. These included a new tin, Christmas cracker-shaped pack, and personalized pouches for its Quality Street brand.
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