Coca-Cola enters fresh fruit category with Frutura deal

The Coca-Cola Company has agreed to license one of its brands for use within the fresh produce category for the first time ever.

It has signed an exclusive deal with global sales and marketing group Frutura, allowing Frutura company Dayka & Hackett (D&H) to use its Minute Maid and Simply brands, which will enter the produce category as Simply Select.

Founded in 2005, Dayka & Hackett is a California-based grower, packer and distributor of premium fruit.

Simply Select will initially be used on D&H fresh citrus sold in the US, while the Minute Maid brand will be used on D&H grapes in the US and on D&H fresh citrus and grapes sold 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 its citrus programme, specialising in clementines, lemons, limes, oranges and mandarins. Similarly, D&H’s expansive table grape offering features the most popular 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 second quarter of 2023.

“Partnering with the iconic Coca-Cola Company, and their globally recognised and respected brands is a transformative moment for our company and for Frutura,” said Tim Dayka, D&H’s CEO, 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.”