The Coca-Cola Company bought Latin American juice company Jugos Del Valle in 2007 for $380 million – in a joint venture with Coca-Cola FEMSA and further participation by an additional 12 bottlers in Mexico.
Since the acquisition, Del Valle sales more than doubled from less than $500 million to $1 billion as distribution of the brand has expanded from three countries to 15. It is the first of Coca-Cola’s billion-dollar brands with Latin American roots.
Del Valle is the fourth brand in Coca-Cola’s juice and juice drink portfolio to reach one billion dollars in retail sales, joining Minute Maid, Simply and Minute Maid Pulpy.
Iain McLaughlin, Coca-Cola’s general manager of the global juice centre, said: “We’ve taken an established brand and applied our juice business expertise in innovation, branding, packaging and price architecture to increase the value of Del Valle.”
Source: The Coca-Cola Company
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