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Coca-Cola ventures into fresh produce category with licensing deal for Minute Maid and Simply Select brands

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Coca-Cola has signed a deal with California-based sales and marketing network Frutura to license its Minute Maid and Simply Select brands for use on fresh fruit. This is the first time the company has licensed one of its brands for use in the fresh produce category. Frutura will supply retailers with grapes and fresh citrus from its Dayka & Hackett (D&H) operation in the US and Japan. Frutura provides produce in six categories by aggregating businesses in an end-to-end international supply chain. The package design is still in the development stage, but the branding “will be impossible to miss” at the point of sale, said Frutura CEO David Krause.

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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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