Frucor Beverages Australia has announced a new name that ties it more closely to its Japanese parent.
The company's new name, Frucor Suntory, follows an eight year investment by the Suntory Group, and aims to reinforce the combined strength and entrepreneurial spirit of its business activities across Australia and New Zealand, the company said.
“We wanted to acknowledge and reinforce the opportunities that have come from being part of Suntory,” Frucor Suntory Group chief executive Jonathan Moss said.
“Suntory has invested heavily in our business while supporting our local leaders, local culture and local brands so we have had the best of both worlds.
“We’re very proud of what we’ve achieved together, and see the linking of our names as a representation of our combined strength as well as the unique entrepreneurial spirit of both Frucor and Suntory.”
Moss also said the new brand would allow the company to incorporate Suntory’s global name recognition into business activities in Australia and New Zealand.
Other than the brand changes, there is no change in ownership or in staff, with Frucor Suntory continuing to operate in its current structure.
Frucor Suntory started in New Zealand in 1962 as part of the Apple and Pear Marketing Board. Its flagship V Energy drink was launched in 1997 and in 2001 the Australian arm of the business was established.
Today, Frucor Suntory employs almost 1000 people across Australia and New Zealand and has a portfolio of more than 30 brands including V, Just Juice, Fresh Up, Sparkling OH and OVI and Maximus.
