Coca-Cola Licenses Minute Maid, Simply Brands To Sell Fresh Fruit

The Coca-Cola Company has licensed its Simply and Minute Maid brands to multinational fruit sales and marketing company Frutura which will distribute fresh grapes and citrus fruit under Coke’s labels. The terms of the agreement were not disclosed.

The Wednesday announcement marks the first time that the beverage company has dipped into the fresh fruit and produce industry. As part of the agreement, the Simply Select brand will be used on packaged citrus fruit from Dayka & Hackett (D&H) – a Reedley, California-based subsidiary of Frutura – including clementines, lemons, limes, oranges and mandarins. D&H will use the Minute Maid brand on red, green and black seedless table grapes. Products are expected to hit retail shelves during the second quarter of 2023.

Conversations began on the deal in September 2022 and moved “quickly and very smoothly” since then, said a Frutura representative. Coca-Cola representatives came to Frutura with the proposal and the deal was brokered by D&H CEO Tim Dayka whose company has a history working in licensing agreements to bring recognizable brands to the fresh fruit aisle.

Since 2016, D&H has had a separate licensing agreement with Universal Pictures to use all of the production company’s brands and movies. Currently, D&H uses Illumination Entertainment’s Minions animated characters on fresh grapes, citrus and kiwi fruits.

“Partnering with the iconic Coca-Cola Company, and their globally recognized and respected brands, is a transformative moment for our company and for Frutura,” Dayka siad in the press release. “This will allow us to increase our market penetration in a meaningful way, as these brands resonate so strongly with the discriminating consumer.”

Founded in 2005, D&H is a grower, packer and distributor of fruit from California’s Central Valley. According to the company website, D&H annually ships more than 20 million cartons of fresh fruit (roughly 16 pounds per carton) nationwide to many retail grocery chains. The produce company was bought by privately-owned Frutura in June 2021 which sources fruit from North and South America to be distributed globally.

“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,” said Coca-Cola associate licensing manager Kayla Carlucci in a press release statement.