Sun-Maid recruits kids to provide product development feedback

By Mary Ellen Shoup

- Last updated on GMT

Photo Credit: Sun-Maid
Photo Credit: Sun-Maid

Related tags Sun-Maid Food for kids

Raisin snack brand Sun-Maid - which has just acquired baby food brand Plum Organics - has recruited six kids from across the US to be part of its first "Board of Imagination", a new feedback and decision-making group.

The kids will take part in Sun-Maid board meetings where they will be asked to "influence and provide feedback" ​for Sun-Maid's snacking innovations, while learning about the brand and acting as Sun-Maid ambassadors to their schools.

It's not the first time a CPG company has tapped into kids for feedback and insight (in a public campaign) to help guide product development. In 2019, Kellogg's-owned Kashi launched its 'Kashi Crew' comprised of Gen Z influencers. 

"These six kids represent the purest form of imagination – they have big ideas, a lot of energy and open minds – all extremely important to Sun-Maid as we continue to innovate in the snacking category,"​ said Harry Overly, President & CEO, and newly-named 'Chief Imagination Wrangler.'

"We have a jam-packed agenda for our first official – and virtual – board meeting; and plans to take the kids' ideas and bring them to life. We can't wait for the collaboration and fun that the Board of Imagination promises to deliver."

Each board member will receive $5,000 for themselves in the form of a 529 donation, and $5,000 to go to their individual schools.

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