Frutura and The Coca-Cola Company™ Ink Licensing Agreement

Rhea-AI Summary

Frutura has entered a licensing agreement with The Coca-Cola Company (KO), marking the first time Coca-Cola has licensed its brands for fresh produce. Frutura will utilize the Minute Maid and Simply brands, specifically through its partner Dayka & Hackett (D&H). The Simply Select brand will be applied to D&H's fresh citrus, while Minute Maid will be used for D&H’s grapes in both the United States and Japan. The partnership aims to enhance D&H's existing product lineup and is expected to launch in the second quarter of 2023. Frutura emphasizes the quality control in the supply chain, aiming to resonate with discerning consumers and increase market penetration with these well-known brands.

Positive

• First licensing agreement by Coca-Cola for fresh produce, expanding brand reach.
• Utilization of well-known brands like Minute Maid and Simply enhances Frutura's market position.
• Partnership with D&H is expected to enhance quality and consumer recognition.

Negative

• None.

Frutura to Use Minute Maid™ and Simply™ Brands on Fresh Fruit

REEDLEY, Calif.--(BUSINESS WIRE)-- Frutura, the global sales and marketing network designed to supply international customers with high-quality fruit 365 days a year, has signed a licensing agreement with The Coca-Cola Company. This is the first time The Coca-Cola Company has licensed one of their brands for use within the fresh produce category. The deal allows Frutura to use Minute Maid and Simply brands, which will be exclusively deployed by Frutura’s Dayka & Hackett LLC. The Simply brand is entering the produce category as Simply Select™. Founded in 2005, Dayka & Hackett (D&H) is a California-based grower, packer and distributor of premium fruit. Initially:

• Simply Select will be used on D&H fresh citrus in the United States;
• Minute Maid will be used on D&H grapes in the United States, and:
• Minute Maid will be used on D&H fresh citrus and grapes in Japan.

“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.”

D&H has substantially enhanced their citrus program with areas of excellence in clementines, lemons, limes, oranges and mandarins. Similarly, D&H’s expansive table grape offerings feature the most desired varietals across green, red and black seedless grape categories. 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 2nd quarter of 2023.

“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.”

The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak, and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.

Frutura

Frutura is a global sales and marketing network committed to supplying international customers with premium fruit, 365 days a year. The company’s growers and marketers consistently deliver produce of the highest quality, demonstrate operational excellence and share Frutura’s core values around social and environmental performance. www.fruturaproduce.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20230419005347/en/

Maureen Crow 626.616.0057

info@fruturaproduce.com

Source: Frutura

FAQ

What is the new partnership announced by Coca-Cola (KO)?

Coca-Cola has signed a licensing agreement with Frutura to use its Minute Maid and Simply brands in fresh fruit products.

When will the Coca-Cola brands appear in retail?

Products featuring Coca-Cola's brands are expected to appear in retail stores in the second quarter of 2023.

Which fresh fruit will use the Simply Select™ brand?

The Simply Select™ brand will be used on Dayka & Hackett's fresh citrus in the United States.

What products will Minute Maid be associated with in the agreement with Frutura?

Minute Maid will be used on Dayka & Hackett's grapes in the United States and Japan.

What significance does this licensing agreement hold for The Coca-Cola Company (KO)?

This is the first time Coca-Cola has licensed its brands for use in the fresh produce category, marking a new business expansion.