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The Coca-Cola Company has signed licensing agreement that will let Frutura’d Dayka & Hackett (D&H) use Minute Maid and Simply brands on fresh fruit for the first time.
Products bearing Minute Maid and Simply Select imagery will begin appearing in D&H’s existing brand portfolio at retail in the second quarter of 2023.
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.
D&H is a California-based grower, packer, and distributor of premium fruit.
According to Kayla Carlucci, associate licensing manager with The Coca-Cola Company, the quality of the product that will bear the Coca-Cola name is paramount as is the quality control the licensee exercises at every step along the supply chain.
D&H CEO Tim Dayka, who crafted the licensing agreement on Frutura’s behalf, described the deal as a transformative moment for their company and Frutura, allowing them to increase their market penetration in a meaningful way, as the Minute Maid and Simply brands resonate so strongly with consumers.
