The Coca-Cola Company has entered into a new licensing agreement that will allow its Minute Maid and Simply brand names to be displayed on fresh fruit in the US and Japan.
Coca-Cola has reached an agreement with Frutura, a fruit supplier in California, to license the use of its Minute Maid and Simply brand names on citrus fruits and grapes sold by its subsidiary Dayka & Hackett. The brands are typically associated with fruit juices and will now extend their reach into the fresh produce category.
Under the licensing agreement, fresh citrus fruits will be marketed in the US under the Simply Select brand name, while fresh grapes sold in the US will feature the Minute Maid branding. In Japan, both citrus fruits and grapes will be sold under the Minute Maid brand name.
The financial details of the collaboration were not revealed. Sales are set to begin in the coming weeks.
“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,” said Kayla Carlucci, Associate Licensing Manager at Coca-Cola. “We’re delighted to be in business with Frutura and consider this to be the start of a great relationship.”
Dayka & Hackett is a supplier of various citrus fruits such as clementines, lemons, limes, oranges, and mandarins. The company also supplies green, red, and black seedless grapes.
Tim Dayka, CEO of Dayka & Hackett, commented: “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.”
