Following the trend of kid-friendly easy peeler brands like Sun Pacific's Cuties, U.S. produce traders will now have a new name to remember in Seald Sweet's Mandarina's trademark.

In a release, the Florida-based company highlighted the brand was part of its summer citrus program from the Southern Hemisphere, which ran counter-seasonal to U.S. production from August through October.

It said the brand would be applied to "exceptionally sweet" mandarin varieties, accompanied by packaging with a little girl character called 'Mandarina'.

Over the last decade, the company has been working with a well-established network of growers who have invested in new plantings of these proprietary mandarin varieties.

"The varieties which are specifically selected to be packed in the Mandarina’s™ brand packaging are the best of the mandarin category," said Seald Sweet CEO Mayda Sotomayor.

"It is our commitment to retailers and consumers that only the best, juiciest and sweetest varieties are packed in this brand. We consider Mandarina’s™ to be the 'crème de le crème' of easy-peelers."

The release added the brand identity was designed to have candy-like appeal.

"As part of the industry initiative to improve the health and well-being of our nation’s children, we want to appeal to young consumers with this brand," said Seald Sweet marketing director Kim Flores.

"Mandarina personifies sweetness, and helps emphasize smart snacking solutions with children.

"We are really excited about the new brand and the unique differentiation Mandarina brings to our products versus other brands of easy-peelers."

As part of the summer citrus program, the company will also began the conventional clementine deal this month and will continue that through to August, while other varieties include Navel oranges, Minneola Tangelos and Cara Cara (red) oranges.

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