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The Wonderful Co. marketing investment helps build No. 1 brands

The Wonderful Co., known for its iconic brands Wonderful Pistachios, Wonderful Halos, and POM Wonderful, has invested more than $1 billion over the past decade marketing its popular products to consumers across the globe. This significant milestone, to be celebrated at PMA Fresh Summit, has made Wonderful Pistachios America’s No. 1 fastest-growing snack brand, Wonderful Halos America’s No. 1 most-loved healthy snack brand, and POM Wonderful America’s No. 1 selling item in super-premium juice.

As a portfolio, this marketing investment has made The Wonderful Co. America’s fastest-growing Consumer Packaged Goods company, the No. 1 growth leader in all of produce, and the only multibillion-dollar company with double-digit growth sales. That’s according to data provided by market research firm IRI in a study released by the Boston Consulting Group measuring growth across all CPG categories.

The-Wonderful-Company While growth across retail has been limited for several years, the outlier until recently has been produce, which has now seen its own sales growth flatten to low single digits. The Wonderful Co., however, has bucked that trend by successfully branding commodities. Produce sales are rebounding and Nielsen data shows that 71 percent of total produce dollar growth over the past five years has come from brands, with Wonderful leading the way.

The Wonderful Co. is known for transforming commodities into brands by investing heavily in marketing and creating integrated campaigns that have helped evolve the consumer journey to produce. This effort begins outside the store, with campaigns such as the Wonderful Pistachios Get Crackin’ commercials featuring Stephen Colbert and other celebrities, the Wonderful Halos irreverent Good Choice Kid ads, and the popularization of pomegranates with the launch of POM Wonderful. The journey continues in store at the produce section, with engaging point-of-sale presentations, including over half a million POS displays last year alone.

“More than half of U.S. households buy a Wonderful product each year, and that’s a testament to our robust investment in marketing — now more than $1 billion in 10 years — as well as consumers’ growing desire for healthier options,” said Adam Cooper, vice president of marketing, The Wonderful Co. “Snacking occasions are now overtaking meals. The Wonderful Co. is leading the healthy snacking revolution, with groundbreaking campaigns that feature cultural moments and deliver broad-scale brand awareness that reaches consumers both outside and inside the store. We’ll continue to invest in our brands to drive healthy eating options for consumers and continued growth for our retail partners.”

Wonderful is not slowing down. This year will be the company’s biggest investment yet of $130 million, so retailers and consumers can look forward to an even larger in-store program, as well as innovative marketing that includes more digital and social media marketing and new partnerships with some of the biggest influencers in the world. And all of Wonderful’s iconic brands are appearing together for the first time in a year-round campaign on a giant electronic billboard advertisement in the heart of Times Square.