Sun Belle Launches Premium Blackberry Label – Craveabelles
February 19, 2026 | 3 min to read
The New Brand Reflects Increased Blackberry Traction and Demand
SCHILLER PARK, IL – Sun Belle, a leading year-round marketer and shipper of fresh berries, announces the launch of Craveabelles™, their new premium blackberry label designed to elevate the category with exceptional flavor, appearance, and shelf presence.
With peak availability now through May, the Craveabelles blackberry program will debut with varieties from Sun Belle Mexico’s breeding program packed in 6 and 10oz clamshells. The unique vertical integration of the companies under Frutura ensures consistent supply, strong quality control, and dependable deliveries that retail customers have come to expect from Sun Belle.
Blackberries packed as Craveabelles have an exceptionally sweet and yes, ‘crave-worthy’ eating experience including higher-than-usual brix levels, glossy appearance, and 360degree color. This premium crop reflects Sun Belle’s continued investment in varietal innovation with Black Venture Farms – another member of the Frutura family – leading all varietal development, breeding, propagation and trialing.
Sun Belle’s VP of Business Development, Ken Hopps, comments, “In collaboration with Black Venture Farms and Sun Belle Mexico, our team has spent years evaluating and developing varieties with one clear goal: to consistently achieve Sun Belle’s uncompromising quality standards. After extensive field trials, performance monitoring, and refinement, we’re confident that we can reliably deliver this program with exceptional flavor, bold color, firm texture and dependable shelf life. From farm to shelf, we’ve implemented our tightest quality control practices at every step to ensure shoppers experience a truly premium, Craveabelle, berry every time.”
The Craveabelles line was curated as a sub-brand of Sun Belle to communicate more than just great flavor. The name reflects berries that are not only craveable to the consumer, but craveable by Sun Belle-standards, coining the term craveabelle, and meeting the company’s highest benchmarks. The branding features an elevated and modern aesthetic designed to stand out on retail shelves and signal an indulgent berry experience to shoppers at first glance.
“This launch gives retailers a blackberry option that truly differentiates on the shelf,” said Hailey Clark, Director of Marketing at Sun Belle. “The Craveabelles brand communicates a premium eating experience through intentional design while nodding to Sun Belle’s respected name. It begins on the shelf with a deep purple and gold modern label that immediately signals something elevated and indulgent. When the consumer opens the package, they’re met with a beautiful, uniform presentation of hand-selected berries and a back-label that reads, ‘Specially selected with the flavor you crave,’ building anticipation with purpose. That expectation is then fulfilled in every bite – bold, bursting flavor that carries through to the last berry in the container.”
The new label even offers long-time Sun Belle retail customers with a sneak peek at the branding to come in 2026.
“This timing of our program launch is especially exciting from a marketing perspective as it gives a little taste of what’s to come this year. We are working on strategies that will reinvent the Sun Belle brand while holding tight to its respected roots. And launching our Craveabelles line is a fun way to initiate that excitement”, added Clark.
With increasing market traction and demand, Sun Belle plans to expand its premium berry offerings while strengthening partnerships with retailers seeking standout flavor, dependable supply, and compelling branding.
Sun Belle’s VP of Sales, Taylor Hazelwood adds, “Today’s consumers are actively seeking exceptional eating experiences. When you pair that with compelling branding that clearly signals premium quality, it doesn’t just drive trial — it builds repeat purchases. Our goal is to give retailers a differentiated premium program that keeps shoppers coming back for that experience again and again. It’s no secret that the berry industry is seeing peak interest in the specialty sweet offerings and Sun Belle is excited to meet the demand.”
Sun Belle will be showing off the new premium blackberry line at SEPC Southern Exposure in Orlando at booth 711.
About Sun Belle
Founded in 1986 and a member of the Frutura family of companies, Sun Belle LLC markets and distributes fresh berries, including blueberries, raspberries, blackberries, strawberries, and golden berries. Known for exceptional quality, innovative programs, and dependable supply, Sun Belle serves leading retailers, wholesalers, and foodservice providers yearround.