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Coca-Cola Unveils 15th Billion Dollar Brand

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Coca-Cola Unveils 15th Billion Dollar Brand

Coca-Cola Unveils 15th Billion Dollar Brand
April 26
11:25 2011

The Coca-Cola Company has announced the addition of Del Valle, its Latin American juice brand, to its portfolio of brands that have achieved global retail sales of more than $1 billion, bringing the company’s number of billion dollar brands to 15.

Jugos Del Valle, a leading juice company in the Latin American region, was acquired in 2007 in a joint venture by The Coca-Cola Company and Coca-Cola FEMSA, with further participation in the joint venture by an additional 12 bottlers in Mexico. Since the acquisition, retail sales of the Del Valle brand have more than doubled from less than $500 million to $1 billion as distribution of the brand has expanded from three countries to 15.

Del Valle product lines, including popular brand extensions Valle Frut and Valle Fresh, are available in 15 countries including Mexico, Brazil, Spain and the US, with strategic expansion planned in coming years. Del Valle is the first of the company’s billion dollar brands with roots in Latin America.

Del Valle is the fourth brand within The Coca-Cola Company’s juice and juice drink portfolio to reach one billion dollars in retail sales, joining Minute Maid, Simply and Minute Maid Pulpy. Including Del Valle, the Company’s last three brands to achieve billion dollar status have been juice and juice drink brands. Globally, The Coca-Cola Company is the number one provider of juices and juice drinks.

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