Sunkist unveils Year of the Horse citrus packaging for Lunar New Year

Sunkist Growers has launched its Year of the Horse limited-edition packaging programme ahead of the upcoming Lunar New Year, continuing its annual initiative that adapts each season to the zodiac calendar and related cultural traditions.

The global programme is designed to help retailers add seasonal relevance and stronger visual storytelling to the citrus category during the Lunar New Year period. This year’s offer includes custom-illustrated 10lb cartons for Sunkist® Navel and Cara Cara oranges, alongside Lunar New Year–themed display bins that can be used across multiple citrus varieties.

Lunar New Year, celebrated on February 17 this year, is traditionally associated with prosperity and good fortune, with citrus commonly gifted as a symbol of abundance. According to Cassie Howard, Senior Director of Category Management and Marketing at Sunkist Growers, the timing allows retailers to connect cultural tradition with shoppers’ renewed focus on food, family and fresh routines at the start of the year.

The programme also enables retailers to expand seasonal sets beyond oranges. Lemons remain a key category as demand rises for home cooking and everyday use, while larger fruits such as pummelos offer strong visual impact for Lunar New Year-themed displays.

Sunkist notes that retailers are increasingly prioritising citrus varieties with strong shelf presence during key promotional windows. Recent in-store activity has shown solid shopper engagement for pummelos when supported by prominent displays, reinforcing their role in seasonal merchandising.

Packaging and in-store display materials are available now for immediate rollout, with retailers invited to contact their local Sunkist sales representatives for further details.

Retailers interested in working with Sunkist Growers are invited to get in touch to request a complimentary consultation.