Eaton & Lapun Dried Fruits & Nuts

In late 1990s, we put together painstakingly an extensive range of dried fruits and nuts, each from probably the most renowned supplier of its kind. We branded the collection Eaton & Lapun, packaged them in clear cellos, created a label with a strong produce image, and convinced top tier department stores to sell the range at their fresh produce sections.

The image of freshness and the much larger crowds at the produce areas worked magic. The sales exploded at all stores, and they continued to grow for many years. But the great success became its own demise. The rapid turnover was too much for the stores’ manpower to handle, and it also created an identity crisis – produce or snack? Ultimately, the range was moved to the snack aisles, and the fairy tale ended.

Today, Eaton & Lapun has replaced the produce image with a jovial one. The demand may have tapered off since the golden days, but the quality and the good taste remain.