Coca-Cola’s Minute Maid and Simply brands to be used with fresh fruit

By Rachel Arthur

- Last updated on GMT


Related tags The coca-cola company Coca-cola Fruit juice smoothies Us Japan

Fruit sales and marketing network Frutura has signed a licensing agreement with The Coca-Cola Company: marking the first time Coca-Cola has licensed a brand for use within the fresh produce category.

The deal allows Frutura to use juice and smoothie brands Minute Maid and Simply, which will be deployed by Frutura’s California-based grower, packer and distributor Dayka & Hackett LLC.

Simply Select will be used on fresh citrus in the US; while Minute Maid will be used on grapes in the US and both grapes and fresh citrus in Japan.

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 coming weeks.

The Minute Maid and Simply brands cover products such as juices, smoothies and lemonade.

“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.”

Tim Dayka, CEO of Dayka & Hackett, who crafted the licensing agreement on behalf of Frutura, says the power of the Minute Maid and Simply brands will help it grow sales.

“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, CEO 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.”

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