LOS ALAMITOS, CA -- Frieda's Specialty Produce announced early in December that it signed a multi-year exclusive sales and distribution agreement with MOAB Superfruit Juice Blends. The MOAB line of pure fruit juices includes three proprietary blends -- açai, pomegranate and wild blueberry -- which will be distributed exclusively by Frieda's Inc. in all retail, foodservice and wholesale channels in January 2012.
"I came to Frieda's Inc. with MOAB Superfruit Juice Blends because they invented the specialty fruit category and are as passionate as we are about superfruits and their health benefits," said Terry Xanthos, chairman of MOAB. "When I met Karen Caplan and the team at Frieda's, we had an immediate connection."
"Since we have sold whole fruit superfruits for many years, it was natural to partner with MOAB to market their juice line," said Karen Caplan, Frieda's CEO. "Both Frieda's and MOAB are aligned in their commitment to change the way America eats by making more varieties of fruits and vegetables accessible. These pure and unique juices will make it easier for all consumers, young and old, to enjoy the flavor and health benefits of superfruits."
MOAB Superfruit Juice Blends are 100-percent pure juices with each featured superfruit as the first ingredient -- Açai, Pomegranate and Wild Blueberry, respectively. Known for their naturally high antioxidant levels, the fruit juices are further enhanced with Ecofruits Pure Dried Powders, boosting the antioxidant power.
Terry Xanthos is well-known in the juice industry as the man behind the Frutzzo line of juices, which he introduced to the United States in 2000. Mr. Xanthos is considered a global pioneer and subject-matter expert on açai and pomegranate juice.
MOAB's 10.5-ounce personal-serving-size bottle made its debut at the Produce Marketing Association's Fresh Summit in October 2011 with Frieda's. MOAB has been marketing 32-ounce bottles of Açai, Pomegranate and Wild Blueberry for two years and, due to customer demand, now is launching a consumer-friendly 10.5-ounce bottle.
Mr. Xanthos credits his wife, Dr. Jennifer Xanthos, with naming MOAB juices after their favorite place on Earth -- Moab, UT. The small resort town is a popular destination for outdoor enthusiasts and home to Arches and Canyonlands National Parks. MOAB juices feature a sporty bottle design that reflects its namesake and promotes a healthy, active lifestyle. MOAB also stands for Most Optimum Antioxidant Beverage. But if you ask Mr. Xanthos, he will tell you MOAB stands for "Mother Of All Beverages."