California Prune Board's Rebrand to 'Dried Plums' Fails to Take Off

Decades-long effort to reposition prunes as a more appealing fruit falls flat with consumers.

Published on Feb. 25, 2026

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In the late 1990s, the California Prune Board launched a $10 million campaign to rebrand prunes as 'dried plums' in an effort to shed the fruit's reputation for causing digestive issues and appeal to a wider consumer base. Despite the board's extensive marketing push, the attempt to rename prunes failed to gain traction, as consumers remained stubbornly attached to the traditional 'prune' moniker.

Why it matters

The prune industry's rebranding struggle highlights the challenges companies face in trying to overcome deeply entrenched perceptions and associations, even with significant investment. The story also reflects broader trends in marketing and consumer behavior, where products increasingly believe a simple name change can transform their image and appeal.

The details

The California Prune Board, the industry group representing prune growers, spent years and millions of dollars trying to rebrand prunes as 'dried plums.' The effort included lobbying the FDA to approve the new name, developing new packaging and marketing materials, and even experimenting with 'pruneburgers' in school cafeterias. However, consumers remained resistant to the change, continuing to refer to the fruit as prunes regardless of the industry's efforts.

  • In the late 1990s, the California Prune Board launched its $10 million rebranding campaign.
  • In February 2001, the FDA approved the industry's request to rename prunes as 'dried plums'.
  • In 1999, the board tested 'pruneburgers' in school cafeterias, which proved to be a surprising hit with students.

The players

California Prune Board

The industry group representing prune growers in California that spearheaded the rebranding effort.

Richard Peterson

The retired Executive Director of the California Prune Board who led the rebranding campaign.

David Liebovitz

A food writer and chef who commented on the prune industry's rebranding struggles.

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What they’re saying

“We must find a way to make prunes more appealing to modern consumers.”

— Richard Peterson, Retired Executive Director, California Prune Board

“Prunes will always be prunes, no matter what you call them.”

— David Liebovitz, Food Writer and Chef

The takeaway

The prune industry's failed rebranding effort serves as a cautionary tale for companies that believe a simple name change can fundamentally alter consumer perceptions. While marketing and branding can influence how a product is viewed, deeply rooted associations and identities are often difficult to overcome, even with significant investment and effort.