HELSINKI, Finland – Paulig established the cold coffee drinks category 20 years ago in Finland with the launch of Frezza products. The delicious Frezza cold coffee drinks have been a refreshing delight in people’s everyday lives since the early 2000s.
Paulig has now entered into an agreement to sell the Frezza brand to the Finnish food company Juustoportti. Juustoportti will continue the success story and sales of the Frezza brand in the future. The completion of the transaction is planned for 31 March 2023.
Paulig is an international food and beverage company that focuses on driving growth in its main product categories World Foods (Tex Mex, Asia), Coffee, Spices and Snacks.
The decision to sell the Frezza brand to Juustoportti is in line with Paulig’s strategy. In the future, Paulig’s coffee portfolio will focus on hot coffees and cold brew coffee concentrate in the Foodservice sector.
”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, cafes, and restaurants,” says Lenita Ingelin, SVP, Business Area Finland & Baltics at Paulig.
”The Frezza brand and business supports our new strategy well. On-the-go is a growing trend. The main ingredient in the product is milk, and in the novelties oat, and we have an extensive experience working with both. The Frezza brand has been built professionally by Paulig over many years and we are eager to continue the journey,” says Timo Keski-Kasari, Managing Director of Juustoportti.