Chiquita Brands International has looked to take new steps in its innovation strategy by signing an international master franchise agreement in the Middle East for the operation of Chiquita Fruit Juice Bars, with some already open in Dubai.
Consumers stopping at the juice bars have a choice of products, including fresh fruit, made-to-order freshly prepared juices, fruit cuts, milkshakes, powder drinks and smoothies, as well as a variety of other healthy eating snacks.
'Chiquita Fruit Juice Bars are part of our strategy to leverage and expand Chiquita's brand around the globe,' said group chairman and CEO Fernando Aguirre. 'We're delighted to partner with FFCO to bring to Dubai convenient and nutritious fruit beverages, which have been very popular in Europe.
'Our partners' core business is based on a strong history of operating success in fruits and vegetables throughout the Middle East,' he added. 'This partnership will help us to meet the growing demand for convenient beverages that are healthy, fresh and nutritious.'
The outlets are located at three stations that opened in September 2009, the Union Square, Dubai International Financial Centre and Rigga. When the Metro becomes fully operational, Chiquita Fruit Juice Bars will be found at 11 stations across the network.
'We know people will welcome the presence of our Fruit Juice Bars on the Metro,' said Abdul Reza Mansouri, partner of Fresh Fruits Company, a major Chiquita distributor in the Middle East. 'All our fruits are in peak condition and the drinks are all freshly prepared, which means we can off nature-fresh, healthy and refreshing choices to consumers.'
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