Paulig launched Frezza in 2002 as part of a ‘completely new cold coffee drink segment in Finland’ | Photo credit: Paulig

Helsinki-based Paulig has entered into an agreement to sell its Frezza ready-to-drink (RTD) coffee brand to Juustoportti as it hones its focus on wholebean and ground coffee. 
 

The coffee, beverage and food supplier launched Frezza in 2002 as part of a ‘completely new cold coffee drink segment in Finland’. 

Despite acknowledging the RTD coffee segment as ‘growing strongly’, Paulig said the decision to sell Frezza was in line with its strategy of focusing on whole bean and ground coffee, which includes its Presidentti, Juhla Mokka and Paulig Mundo products. 

Paulig will also continue to market and sell cold brew coffee concentrate within its foodservice channel. 

The sale to Juustoportti is expected to be completed by 1 April 2023. 

“Cold coffee drinks are growing strongly, and we are pleased that we have found a new home for our Frezza brand at Juustoportti. At Paulig, we’ll focus on hot coffee products and sales of filter coffee and coffee beans in all channels. In addition, we will offer our customers cold brew coffee concentrate in the foodservice sector. We also have comprehensive coffee solutions, including machines and after-sales services for offices, workplaces, cafés, and restaurants,” said Lenita Ingelin, SVP, Business Area Finland & Baltics, Paulig. 

Juustoportti Managing Director Timo Keski-Kasari said on-the-go beverages were a growing trend and the acquisition of Frezza will complement its oat-based range, which includes Friendly Vikings coffee and yogurt products. 

Alongside dairy and dairy alternative production, Juustoportti also operates five convenience stores across Finland.