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Henry A. Barrios / The Californian

Cuties are ready for packaging at the new Cutie processing plant in Delano.

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Henry A. Barrios / The Californian

Cuties are rolled into a processing line at a Cutie processing plant in Bakersfield in this November 2012 file photo.

Cuties are out and Halos are in at Paramount Citrus, one of Kern County's largest agricultural operations.

The change is mostly semantic: The local division of Los Angeles-based Roll Global LLC will be growing, selling and shipping the very same product -- a small, sweet, easy-to-peel mandarin that has surged in popularity in recent years.

But earlier this spring, Paramount split with its Cuties partner, Pasadena-based Sun Pacific Marketing Cooperative Inc. Under the separation agreement, Sun Pacific kept the Cuties name and Paramount's creative types in Southern California went to work on a new moniker.

Halos -- Wonderful Halos, officially -- join Paramount's other heavily marketed brands, including Wonderful Pistachios, Wonderful Almonds and POM Wonderful.

In preparation for the start of Halos season in November, Paramount stated that it is planning a campaign that includes advertising on television, print, online, trade and outdoor advertising, free-standing inserts, point-of-sale displays, retailer promotions, consumer events and public relations activities.

The fruit is to be sold in three- and five-pound bags or five-pound boxes featuring, according to a company news release, a mandarin mascot "innocently gazing up at its halo" against a light blue background.

"This is the perfect snack for parents and their little angels," Paramount Citrus President David Krause said in the release.