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Published on : Aug 20, 2015

Since the reports of partnership of Coca Cola with Suja surfaced last week, Suja has been witnessing backlash from customers. This is because the customers believe that the company is losing its way. The company based in San Diego is known to eschew from genetically modified organisms and donates a part of its sales for environmental benefits.

The minority of the investments made by Goldman Sachs and the Coca-Cola Company will facilitate Suja with the expertise and accessibility of these two companies to enhance product distribution and efficiency in operations, as stated by an official at Suja.

As stated by Suja officials, the company does not intend to be associated with the bottler, and the company intends to look for partners that are more aligned with their business. Suja intends to sell Coca –Cola’s stake to the new partner more in aligned with their business.

However, Suja will keep promises to its customers, and juices from the company will always be non-GMO, free of additives, organic, and cold pressured.

Suja said that the new partnership is likely to increase more demand, disposable income, which in turn will directly be linked to business growth.

Since three years, Coca-Cola is focused on enhancing capacities and keeping its name as the biggest sparkling beverage maker in the world.

Earlier Coca-Cola invested in Zico Coconut and Honest Tea, eventually acquiring both the firms. Cocoa-Cola stated that through this minority stake, it will help0 Suja deliver its goal for delicious, organic juices for the masses, a win-win for Suja and Coca-Cola consumers.

The co-founder and Chief Executive of Suja stated that the company’s beverages are available in about 12,000 stores in the U.S., which includes Costco, Kroger, and Whole Foods, but it expects this number to double by next year with the help of Coca-Cola.