News and Updates

By Bernie Cahiles-Magkilat | Published August 6, 2017, 10:01 PM, Manila Bulletin

Fruit Magic, the country’s largest chain of fruit drink stores in the country, has expanded a new product line called Pure Nectar, using the latest cold press technology.

Dr. Alan Escalona, company founder and CEO, said Pure Nectar is spreading like wild fire in Metro Manila with more than 300 outlets by end of the year.

“Pure Nectar has caught the imagination of Filipinos who are now more conscious about wellness and healthy living,” said Escalona.

Pure Nectar juice is freshly made locally without the use of preservatives, additives, or processed sugar. The juices are cold pressed to extract the maximum nutrients rather than being blended, a process which generates heat and as a result breaks down the benefit of nutrients contained in the fruits and vegetables.

Escalona explained that the quick expansion of the product was made possible via franchise-distributor model, which targets existing establishments to offer Pure Nectar as part of the drinks available to their customers.

For instance, he said, one food chain alone with existing 30 branches can put up one Pure Nectar freezer in each store.

Escalona is targeting cafés, restaurants, schools, offices, hospitals, gyms and other such locations.

A big coffee shop chain is signing an agreement with them for its over 108 stores. Escalona is also in talks with other establishments that may add another 100 outlets for Pure Nectar within the year that will improve its coverage to Tagaytay, Baguio, and Cavite.

Establishments that would like to become franchise-distributor will just have to shell out P60,000 for the freezer with initial inventory of 30 bottles of Pure Nectar drinks.

The drinks can be stored in the freezer for 10-15 days and are replenished every 2-3 days.

So far, Pure Nectar is sold in 150 outlets of which 30 percent is company owned and 70 percent under distributor-franchise arrangement.

According to Escalona, they are now producing 35 kinds of drinks from pure fruits, vegetables and nuts.

“All our drinks are produced at our plant in Valenzuela,” said Escalona, whose investment for this new venture already hit P20 million. The plant, manned by 40 people, has a production capacity of 15,000 bottles of cold-pressed drinks a day.

Pure Nectar, however, caters to the more affluent market but Escalona said they have smaller 300 ML packages at P50 apiece.

Escalona explained that despite the price level, Filipinos love the drink as it offers a variety of imported fruits, vegetables and nuts needed to stay healthy and well.

He encouraged individuals to drink Pure Nectar as a way to detoxify or as a cleansing agent.

Escalona said they are also planning to come up with a more mass-based drink using indigenous materials to be able to come up with a price range of P25-P30 per bottle.

Escalona, a medical doctor, started Fruit Magic as a traditional juice business over 20 years ago as he was more interested in prevention rather than treating preventable sicknesses.

According to Escalona, the traditional juice business which is a mature market already in the country, had limited options for innovation, until the arrival of cold-press technology.

With the cold-press technology, Fruit Magic can leverage their two decades of experience and jump on a fast moving new direction.



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