Kleenex is hoping to bolster summer sales with packages that resemble wedges of fruit and look more at home on a picnic table than a nightstand.

The A-frame packages, featuring fruits including watermelon, oranges and limes, have been rolled out to  all major retailers this summer.

“This keeps the category relevant during this time of year,” said Craig Smith, brand director of Kleenex, a Kimberly-Clark brand. Smith said that with the fruit packaging test run last summer, “we saw close to 100 percent incrementality,” meaning sales of the novelty box did not cannibalize sales of standard Kleenex boxes. Get the full story »