view current print edition




Sun World reintroduces 'Le Rouge Royale' and ‘Le Jaune Royale’ peppers with new logos and packaging

by | May 25, 2010
Sun World International LLC is expanding the company's line of branded produce offerings with the reintroduction of the "Le Rouge Royale" sweet red pepper brand and “Le Jaune Royale,” its yellow pepper counterpart, just in time for the California pepper season.

"The name 'Le Rouge Royale' still resonates with the trade today. We're hoping to build on that lasting brand impression and drive it to the consumer level with a refreshed logo, newly branded packaging and support of retailers' merchandising programs," Sun World Vice President of Sales & Marketing Gordon Robertson said in a May 24 press release.

New packaging includes a six-count “Le Rouge Royale” sweet red pepper bag featuring the new logo, appetizing graphics and recipes, along with nutritional benefits of the “Le Rouge Royale” sweet peppers. Offerings also include branded 25-pound and 15-pound cartons.

"This is just another step in bringing brand solutions that will help the pepper offerings of our retail partners stand out amongst the competition, driving category growth in an environment where shoppers are brand conscious and loyal," Mr. Robertson added in the press release.