Sun-Maid Raisins – An Iconic Kiwi FMCG Brand

If you grew up in New Zealand, chances are you’ve had a Sun-Maid Raisins snack pack tucked into your school lunchbox. For over a century, Sun-Maid has been synonymous with quality, simplicity, and nostalgia—making it a staple in Kiwi households. But beyond its recognisable red packaging and sun-kissed grapes, Sun-Maid’s legacy is a testament to how a brand can remain relevant in the fast-moving consumer goods (FMCG) industry.

At William Aitken & Co (WAC), we take pride in bringing trusted, iconic FMCG brands to the New Zealand market, ensuring they remain household names for generations. Sun-Maid is one of these cherished brands, and we’re committed to keeping it front and centre in the minds of Kiwi consumers.

Sun-Maid: A Legacy of Quality and Trust

Founded in 1912 in California, Sun-Maid is one of the world's most recognisable dried fruit brands. The company’s commitment to using 100% natural, sun-dried California raisins has remained unchanged for over a century. The Sun-Maid girl logo, first introduced in 1915, has evolved over the years but continues to represent tradition, making it an icon in grocery aisles worldwide.

For New Zealand consumers, Sun-Maid is more than just raisins—it’s a trusted pantry essential. Whether sprinkled over cereal, baked into hot cross buns, or enjoyed straight from the box, Sun-Maid remains a go-to brand for natural, wholesome snacking.

Keeping Sun-Maid in the Spotlight with WAC

The New Zealand FMCG market is highly competitive, with brands needing to consistently engage consumers to maintain relevance. At WAC, we don’t just distribute products—we work strategically to ensure our brands stay top of mind for Kiwi shoppers.

One of the ways we’ve helped Sun-Maid connect with new audiences is through engaging brand activations. A great example? Featuring Sun-Maid Raisins on What Now—one of New Zealand’s most beloved children’s television shows. This campaign introduced the brand to a new generation of Kiwi kids in a fun and memorable way, reinforcing its place as a trusted lunchbox staple.

Why Sun-Maid Continues to Be a Kiwi Favourite

Sun-Maid has stood the test of time, remaining a popular choice for Kiwi households due to:

Heritage and Trust – With over 110 years of history, Sun-Maid is a trusted global brand.
Quality and Simplicity – Sun-Maid’s 100% natural, preservative-free dried fruit aligns with modern consumer preferences for clean-label foods.
Versatility – Whether used in baking, cooking, snacking, or lunchboxes, Sun-Maid appeals to all ages.
Global Brand, Local Favourite – Through WAC’s expertise in brand management, Sun-Maid remains easily accessible to New Zealand shoppers.

WAC – Elevating FMCG Brands in New Zealand

At WAC, we specialise in bringing globally recognised FMCG brands to the New Zealand market. Our portfolio includes some of the most beloved and trusted names in the grocery industry, ensuring they reach Kiwi consumers efficiently and effectively.

Sun-Maid is a shining example of our commitment to brand longevity and consumer trust. Through strong distribution networks, strategic marketing, and engaging brand activations, we ensure that Sun-Maid continues to resonate with Kiwi families.

Want to Grow Your FMCG Brand in New Zealand?

With decades of experience in brand management and distribution, WAC helps FMCG brands thrive in the New Zealand market.

If you’re looking for expert distribution and strategic brand positioning, get in touch today.