Sunny Delight agrees to make, market Crystal Light
October 08, 2008
by Eric Schroeder
CINCINNATI — The Sunny Delight Beverages Co. (S.D.B.C.) signed a licensing agreement with Northfield, Ill.-based Kraft Foods Inc. to produce and market Kraft’s Crystal Light ready-to-drink bottled beverages through most distribution channels in the United States. Under terms of the agreement, Kraft Foodservice will continue to sell Crystal Light R.-T.-D. beverages to college cafeterias, offices and vending machines, and Kraft Foods will continue to manufacture and sell the powdered versions of Crystal Light.
"This agreement is consistent with our commitment to offer consumers more wholesome beverages and will further help us build scale in single-serve bottle sales," said Billy Cyr, chief executive officer of S.D.B.C. "Crystal Light has long been associated with a healthy lifestyle and is a great tasting way to gain the benefits of water with only five added calories per serving."
S.D.B.C. said it is manufacturing the Crystal Light R.-T.-D. bottled beverages at its plant in Littleton, Mass.
The agreement comes a year after Sunny Delight acquired the Fruit20, Fuel20 and Veryfine brands from Kraft. And the time of that transaction, Kraft acknowledged that R.-T.-D. bottled beverages no longer fit the company’s long-term growth strategies.