Sector News

Coca-Cola brands to enter fresh produce category with Frutura agreement

April 22, 2023
Food & Drink

The Coca-Cola Company has signed a licencing agreement with sales and marketing group Frutura that will enable the use of the Minute Maid and Simply brands within the fresh produce category for the first time.

Both brands will be “exclusively deployed” by Frutura company Dayka & Hackett (D&H). Founded in 2005, D&H imports, sells and markets table grapes, citrus, stone fruit, mangos and avocados to US retailers.

Under the deal, Minute Maid and Simply will no longer be confined to the beverage category; the brands will be found in the produce aisle on fresh citrus and grape products. The Simply brand is entering the produce category as Simply Select with D&H citrus in the US. Minute Maid will be used on D&H grapes in the US and D&H fresh citrus and grapes in Japan.

Kayla Carlucci, associate licencing manager with The Coca-Cola Company, said: “Our company is committed to serving the consumer with superior products at every part of their day. When we consider licencing one of our brands, the quality of the product that will bear our name is paramount, as is the quality control the licencee exercises at every step along the supply chain. We’re delighted to be in business with Frutura and consider this to be the start of a great relationship.”

Products bearing Coca-Cola’s Minute Maid and Simply Select imagery will begin appearing in retail stores in the second quarter of 2023.

Tim Dayka, CEO of D&H, added: “Partnering with the iconic Coca-Cola Company and their globally recognised and respected brands is a transformative moment for our company and for Frutura. This will allow us to increase our market penetration in a meaningful way, as these brands resonate so strongly with the discriminating consumer.”

By Rafaela Sousa


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