Omelet Names a Fruit, Introduces Clementeenies to U.S. Market

Share Article

Agency partners with Dandrea Produce to compete in crowded, kid-focused clementine market by introducing Moroccan “Clementeenies” to U.S.

Clementeenies are now available in northeast locations including BJs, Food Lion, Giant, Safeway, Shop Rite, and more.

Omelet (, the LA-based creative shop, today announced a momentous feat: it has named a fruit. The company also created the branding, marketing, and helped it launch into northeast locations including BJs, Food Lion, Giant, Safeway, and Shop Rite, among others, in less than six months.

The fruit, a new clementine brand called Clementeenies, is now bursting into the United States market by way of Morocco. Defined as “Easy to Peel, Easy to Love,” the product was birthed from Dandrea Produce, a family-owned business from New Jersey, in response to the current clementine market – which is flooded with fruit grown in drought-stricken California. The company knew it was going up against other popular brands so in order to be successful, sought an agency that could do everything — including naming the fruit, creating the branding, launching the product, and assisting the brand’s growth process — and brought on Omelet after seeing its work for brands like Whole Foods.

“The Clementeenies project was a dream for us. We’re an agency named after breakfast food and we got the once-in-a-lifetime chance to legitimately name a fruit many times eaten at breakfast. That’s pretty cool,” said Ryan Fey, Co-Founder and Chief Brand Officer. “More so, the Dandrea Family put their total trust in us to understand their goals and help them fill a unique spot in the marketplace. We’re excited to have hit the market so early in the partnership and look forward to a long-lasting relationship.”

More so, Clementeenies sought to fill a major gap in the country’s current clementine market. Through market research, both companies learned that despite being enjoyed by everyone, most clementine brands are marketed to children and as a result, alienate a large segment of the population. Clementeenies are the solution to Dandrea Produce’s goal to redefine the fruit as a snack for all ages.

“We’re so glad to have found a creative partner that shares our beliefs and understood our goals so clearly,” said Frank Dandrea, President of Dandrea Produce. “Despite being a 98-year-old family brand, we had yet to experience the ride from brand creation to store placement and Omelet honestly made the whole process a breeze. We’re looking forward to continue working together through 2016 and beyond.”

About Omelet:
Omelet is a creative company that solves complex marketing problems for progressive partners, including AT&T, Bravo, Microsoft, Ubisoft, and Walmart. The company also has divisions – including Omelet Studio, Omelet To Go, and Omelet Brands – to create original brand programming, live interactive experiences, and original owned intellectual property.

About Dandrea Produce:
Established in 1917, Dandrea Produce is a fourth generation vertically integrated grower, shipper, and importer based in Vineland, NJ that’s dedicated to the year-round supply of high quality produce.

Devin Desjarlais
Omelet Director of Communications

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Devin Desjarlais
+1 (424) 672-8606
Email >