{"id":1749,"date":"2015-08-25T11:07:18","date_gmt":"2015-08-25T15:07:18","guid":{"rendered":"https:\/\/www.hiperbaric.com\/?p=1749"},"modified":"2015-08-25T11:07:18","modified_gmt":"2015-08-25T15:07:18","slug":"coca-cola-and-suja-announce-an-agreement-to-expand-organic-cold-pressed-hpp-juices-market","status":"publish","type":"post","link":"https:\/\/www.hiperbaric.com\/en\/coca-cola-and-suja-announce-an-agreement-to-expand-organic-cold-pressed-hpp-juices-market\/","title":{"rendered":"Coca-Cola and Suja announce an agreement to expand Organic Cold-Pressed HPP Juices market"},"content":{"rendered":"

\"\"<\/p>\n

Last Wednesday the San Diego-based company Suja and the multinational beverage company Coca-Cola announced the signing of an agreement whereby the beverage company will own 30% of Suja.<\/p>\n

Coca Cola is well known for its soda beverages but the company has alwaysfollowed an ambitious strategy of diversification that begun in 1960 with the acquisition of Minute Maid, which begun the first Juice Company in Coca Cola\u00b4s Company\u00b4s portfolio.<\/p>\n

 <\/p>\n

In the earlies 2000s the company reaffirmed its bet on juice and non-carbonated drinks by the acquisition of\u00a0Odwalla<\/a>\u00a0for $181\u00a0million and\u00a0Fuze Beverage<\/a>\u00a0for an estimated $250\u00a0million.<\/p>\n

As the company has seen its sales slow as health-conscious consumers scale back on soda (which still represents about\u00a070% of company revenue<\/a>) the beverage giant is trying to tap into the growing consumer thirst for fresher, less-processed fruit and vegetable juices through the acquisition of a part of Suja.<\/p>\n

ABOUT SUJA<\/strong><\/p>\n

Suja was founded in 2012<\/a>\u00a0in San Diego, California, by Annie Lawless, Eric Ethans, James Brennan and Jeff Church, 4 entrepreneurs from different backgrounds united in their belief on the organic foods and raw juices benefits for health and is now the fastest growing organic, cold-pressured and Non-GMO beverage company in the U.S. and booked an estimated of 42$ million on 2014.<\/p>\n

\"\"<\/p>\n

Suja uses non-GMO ingredients and is among a small number of national brands such as\u00a0Starbucks<\/a>\u00a0Corp.\u2019s Evolution Fresh<\/a> and\u00a0Hain Celestial Group<\/a>\u00a0Inc.\u2019s BluePrint <\/a>that use high pressure to reduce microbiological load and improve product\u00b4s shelf life.<\/p>\n

Cold pressing helps beverages retain more of their nutritional value and \u201cis probably as close to raw\u201d as packaged juice products \u201care ever going to get,\u201d industry tracker Euromonitor International wrote in a recent report<\/a>.<\/p>\n

Suja is one of Hiperbaric\u00b4s most\u00a0famous\u00a0customers\u00a0<\/a>and has always trusted in High Pressure processing as a non-aggressive conservation method that allows to produce \u00a0juices<\/a>\u00a0with the taste of\u00a0fresh fruits and vegetables\u00a0and all of their vitamins and antioxidants<\/a> but an extended\u00a0shelf life which is essential\u00a0accessing new markets in a national or international perspective.<\/p>\n

\"\"Regarding Coke\u2019s minority investment in the company, Suja\u2019s CEO, Jeff Church explains\u00a0Suja\u00b4s point of view<\/a>\u00a0in this operation:\u00a0\u201cOur goal is to democratize, to take the best quality organic juice and make it available at best possible price point,\u201d Church said. That means using Odwalla\u2019s reach and some of the technical know-how brought to the company by its new partners, to “cut down on the divide between cutting edge products like Suja and their high-end non-HPP competitors.\u201d<\/p>\n

The company\u2019s beverages are sold in about 12,000 stores in the U.S., including Whole Foods, Costco and Kroger, but that he expects to double that number by next year with Coke\u2019s help.<\/p>\n

 <\/p>\n

ABOUT THE\u00a0DEAL<\/strong><\/p>\n

Coke 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, according to people familiar with the matter. The merchant banking arm of Goldman Sachs also agreed to pay about $60 million for a 20% stake, valuing the closely held company at about $300 million.<\/p>\n

Following the deal with Coke and Goldman Sachs, Suja\u2019s four founders will own about 25% of the company, and\u00a0Boulder Brands<\/a>\u00a0Inc.\u00a0another 5%. Other individual investors\u2014which include actors Leonardo DiCaprio and Sof\u00eda Vergara\u2014will own the remaining 20%. \t<\/p>\n","protected":false},"excerpt":{"rendered":"

Last Wednesday the San Diego-based company Suja and the multinational beverage company Coca-Cola announced the signing of an agreement whereby the beverage company will own 30% of Suja. 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