Sun-Maid Raisins Has a Bold Plan to Reinvent Itself. (Watch Out, Fruit Roll-Ups!) Posted byJason Feifer May 29, 2019 Leave a comment on Sun-Maid Raisins Has a Bold Plan to Reinvent Itself. (Watch Out, Fruit Roll-Ups!) The storied company’s new CEO is tackling a big challenge: a recognizable brand but a declining business.