Frutura, signed a 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 & Hackett LLC.

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

D&H has substantially enhanced their citrus program with areas of excellence in clementines, lemons, limes, oranges and mandarins. Similarly, D&H's expansive table grape offerings feature the most desired varietals across green, red and black seedless grape categories. 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 the 2nd quarter of 2023.