REEDLEY, CA - Beverage behemoth The Coca-Cola Company™ has announced its latest venture, turning its sights toward the produce industry. Recently, the company joined forces with Frutura for a licensing agreement to use its Minute Maid and Simply brands in the fresh produce category on Dayka & Hackett (D&H) fruit.
“Our company is committed to serving the consumer with superior products at every part of their day,” said Kayla Carlucci, Associate Licensing Manager with The Coca-Cola Company. “When we consider licensing one of our brands, the quality of the product that will bear our name is paramount, as is the quality control the licensee 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.”
The deal allows Frutura to use Minute Maid and Simply brands, which will be exclusively deployed by Frutura’s Dayka & Hackett, a release stated. The Simply brand will be entering the produce category as Simply Select™. Initially, Simply Select will be used on D&H fresh citrus in the United States, while Minute Maid will be used on D&H grapes in the U.S. and fresh citrus in Japan.
D&H has enhanced its citrus program. It is known for its clementines, lemons, limes, oranges, and Mandarins. The supplier also has an expansive portfolio of table grape offerings, with varietals across green, red, and black seedless grape categories.
“Partnering with the iconic Coca-Cola Company, and their globally recognized and respected brands, is a transformative moment for our company and for Frutura,” said Tim Dayka, Chief Executive Officer of Dayka & Hackett, who crafted the licensing agreement on Frutura’s behalf. “This will allow us to increase our market penetration in a meaningful way, as these brands resonate so strongly with the discriminating consumer.”
Products bearing Coca-Cola’s Minute Maid and Simply Select imagery will be integrated with D&H’s existing brand portfolio and will begin appearing at retail in the second quarter of 2023.
To see what else this partnership holds, keep a tab open for ANUK.
