FRUIT Magic Co. Inc. is eyeing an aggressive expansion plan this year for its upscale subbrand of fruit beverages, Pure Nectar.
Alan Escalona, CEO and president of Fruit Magic, said they plan to expand footprint by 150 outlets through franchises and partnerships.
Achieving this target would bring the nascent brand’s total footprint to more than 300 by year-end.
Escalona added 70 percent of the new outlets of the Pure Nectar brand are through distributor-franchise partnerships with food and beverage brands, such as Potato Corner and Carmela’s.
The Pure Nectar brand is the company’s offering to the high-end segment of the market, as it banks on the health trend in the US of cold-pressed juices.
The drinks are produced in Caloocan, the investment for which has thus far amounted to P20 million, Escalona said. This facility has a production capacity of 15,000 bottles a day, he added.
Established in 1993 Fruit Magic retail fresh fruit juices mainly through its 55 outlets in Manila and Cebu.
