LGS in double brand revamp

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Carl Collen

BY CARL COLLEN

LGS in double brand revamp

East Coast importer unveils its new Darling Clementine and Suavo Avocado brands

LGS in double brand revamp

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New York state-based importer-distributor LGS Specialty Sales (LGS) has announced the unveiling of its newly revamped Darling Clementines and Suavo Avocado product branding.

The group said that with packaging designs currently underway, the new branding is expected to hit stores in late November.

LGS said that the branding project first kicked-off in late 2016, with the company taking an extensive look at consumer trends and competitive branding in both categories in order to define a unique position and ensure relevance with today’s citrus and avocado shoppers.

Over a period of eight months, the group then refined the new look and feel of both brands as well as key messaging and brand guidelines.

“Darling Clementines and Suavo Avocado have been around for 26 and 14 years respectively, and while our commitment to quality, packaging, service and food safety have been the driving force behind our long-time success in these categories, we knew there was value in enhancing our positioning to the consumer – not just for us, but for our retail partners as well,” said Luke Sears, president and founder of LGS. “The clementine and avocado categories are experiencing unprecedented sales growth, and we are committed to playing an active role in the development and health of both categories in every aspect of our business, including marketing.”

Darling Clementines was one of the first clementine brands to enter the US market in 1991, and the decision to move toward a more contemporary brand styling was "spurred by the desire for the brand to connect with today’s more savvy and informed shopper", the group noted.

Suavo Avocado launched in 2003 to meet the growing demand for avocados in the US market, and the new branding portrays a fun and youthful aesthetic designed to set the product apart on store shelves.

“Our end goal is to create brand relevance and trust with both our Darling Clementines and Suavo Avocado product lines.“ Sears added. “We owe it to our retail partners and consumers to do our part in communicating our commitment to quality and consistency, and we believe that evolving our brand presentation is just one of the ways that we can do that.”

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