Frutura has signed a licensing agreement with The Coca-Cola Company. The deal allows Frutura to use Minute Maid and Simply brands, which will be exclusively deployed by Frutura’s Dayka & Hacket. The Simply brand is entering the produce category as Simply Select. 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. 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 Q2.
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