Coca-Cola enters fresh produce market with Frutura

Frutura signs 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 and Hackett (D&H) . The Simply brand is entering the produce category as Simply Select. Founded in 2005, Dayka & Hackett 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.”

Products bearing Coca-Cola’s Minute Maid and Simply Select imagery will begin appearing at retail in the second 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.”