Sun Pacific, grower of Cuties Clementines, has introduced a new brand name for its kiwi. Sun Pacific, the largest kiwi grower in the U.S., is rebranding its Ripe and Easy Kiwi as Mighties Kiwi, a new name the company says it developed to promote the little fruit’s powerful nutritious profile and delicious taste.
“Kiwi is a well-kept secret both in terms of how nutrient-packed it is and how easy it can be to eat,” said Victoria Nuevo-Celeste, VP of marketing at Sun Pacific. “Consumers tend to think of kiwi as an exotic fruit that they are not quite sure how to prepare and enjoy. The new name makes kiwi more approachable by encouraging people to ‘Be Mightie’ and try this surprising, ready-to-eat little super food.”
Sun Pacific is making Mighties available to major retailers in one- and two-pound clamshells, and larger three- and four-pound clam shells for club and warehouse stores. New packaging will feature a Mighties kiwi character and information on nutrition. Select packages will contain a “spife,” a combination spoon and knife that allows consumers of all ages to easily slice, scoop and eat kiwi.
Berne Evans, owner of Sun Pacific and produce pioneer, initiated the game-changing process of ripening kiwi in cold storage, so Mighties are ready to eat as soon as they arrive in stores.
The new Mighties brand builds on the Ripe & Easy Kiwi name used by Sun Pacific over the past few years and draws on Sun Pacific’s successful marketing of its Cuties Clementines, the best-selling clementine brand in the country.