Kraft Sells Juice Lines to Sunny Delight
NORTHFIELD, Ill. -- Kraft Foods, Inc. here has said it will sell two juice brands -- Fruit2O water and Veryfine -- to Cincinnati-based Sunny Delight Beverages Co.
The sale will be completed during the fourth quarter. Terms of the deal were not disclosed.
Kraft c.e.o. Irene Rosenfeld has launched a turnaround effort aimed at revitalizing sales of the company's brands, which include Maxwell House, Kool-Aid, and Oscar Mayer. The sale of the drink brands, which had net revenue of $135 million last year, is the latest in those efforts.
Kraft will sell the drink brands, along with manufacturing equipment and a plant in Littleton, Mass. The factory's 200 employees will be transferred to Sunny Delight, Kraft officials said.
The sale will be completed during the fourth quarter. Terms of the deal were not disclosed.
Kraft c.e.o. Irene Rosenfeld has launched a turnaround effort aimed at revitalizing sales of the company's brands, which include Maxwell House, Kool-Aid, and Oscar Mayer. The sale of the drink brands, which had net revenue of $135 million last year, is the latest in those efforts.
Kraft will sell the drink brands, along with manufacturing equipment and a plant in Littleton, Mass. The factory's 200 employees will be transferred to Sunny Delight, Kraft officials said.