Paulig Sells Frezza Brand to Juustoportti
Paulig has agreed to sell its Frezza cold coffee brand to Finnish food company Juustoportti. The transaction is expected to be completed by March 31, 2023.
Paulig, an international food and beverage company, has announced an agreement to sell its Frezza cold coffee brand to Juustoportti. The deal, expected to be finalized by March 31, 2023, shifts Paulig's focus within its coffee portfolio.
The Frezza brand, established by Paulig in Finland two decades ago, has been a significant part of the market for cold coffee drinks. Juustoportti will now take over the brand and continue its sales and development.
This divestment aligns with Paulig's strategic direction to concentrate on its core categories: World Foods (Tex Mex, Asia), Coffee, Spices, and Snacks. Specifically, Paulig's coffee business will now emphasize hot coffees and cold brew coffee concentrate for the Foodservice sector.
"Cold coffee drinks are growing strongly, and we are pleased that we have found a new home for our Frezza brand at Juustoportti. At Paulig, we’ll focus on hot coffee products and sales of filter coffee and coffee beans in all channels," stated Lenita Ingelin, SVP, Business Area Finland & Baltics at Paulig.
Timo Keski-Kasari, Managing Director of Juustoportti, expressed optimism about integrating Frezza into their strategy, noting the brand's strength and alignment with the growing 'on-the-go' trend, as well as Juustoportti's experience with key ingredients like milk and oats.