California-based citrus cooperative Sunkist will focus on healthy eating amongst children and families this coming season with new Sesame Street-themed packaging. 

The grower-owned entity will offer 10-pound Navel orange cartons featuring designs from the popular kid's television show, as well as a Giro-bag for mandarins.

The new packing comes as a result of the organization's participation in the Produce Marketing Association (PMA) and Sesame Workshop's 'Eat Brighter' initiative, which aims to get more children opting for fruit over unhealthy snacks.

A release said the the colorful, eye-catching packaging would allow retailers to showcase the fruit and help families eat more fresh produce.

"Childhood obesity is a critical issue for our country, and we are proud to be working with PMA and Sesame Workshop to encourage families to eat healthier," Sunkist sales and marketing vice president Kevin Fiori.

"Like Sunkist, Sesame Street is a trusted family brand and we hope our collaboration will help generate consumer excitement about fresh citrus and the produce category as a whole."

Sunkist's Navel oranges will be available from November through June, with the mandarin marketing season running from mid-October to April.

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