California-based juice maker Suja Life has announced an investment and distribution partnership with The Coca‑Cola Company. The beverage giant’s minority investment will aim to increase the availability of organic, cold-pressured juice Suja.
It’s being reported that Coca-Cola is paying roughly $90 million for a nearly 30% stake in San Diego-based Suja, with an option to buy all of the company after three years.
Jeff Church co-founder and CEO of Suja said: “When we started our home-delivery juicing company in San Diego about three years ago, we couldn’t have imagined the incredible growth and consumer demand that we face today.
“As we continued to innovate and find ways to democratize juice, we soon realized that for us to take the business to the next level in providing organic, cold-pressured juice to even more people, we needed to find the correct strategic partners. As these new partnerships begin, nothing will change in Suja’s promise to its fans our juice will always be organic, non-GMO, cold-pressured, and free of any additives.”
The move will help to strengthen Coca-Cola’s position in the cold pressed juice category and alleviate poor performance within its traditional carbonated beverage portfolio. It will also be seen as a way of increasing its competitiveness with PepsiCo, which operates the Naked Juice brand.
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