Coca-Cola enters fresh fruit through licensing deal for Minute Maid and Simply brands

By: Trademagazin editor Date: 2023. 05. 02. 09:51

Coca-Cola is entering into a licensing deal allowing two of its products’ logos, Minute Maid and Simply, to be used on select produce distributed by Frutura’s Dayka & Hackett brand. This is the first time Coca-Cola has granted a license within the fresh produce category.

In the U.S., Simply Select will be used on D&H fresh citrus while Minute Maid will adorn D&H grapes. Minute Maid also will be used on D&H fresh citrus and grapes in Japan. Products bearing Coca-Cola’s Simply Select will begin appearing at retail before July and Minute Maid products will follow.

Once an afterthought for many multi-billion-dollar food and beverage manufacturers, brand licensing deals are rapidly evolving into a lucrative source of revenue for CPGs aiming to grow their business, build equity and maintain or expand a product’s relevancy.

Food Dive