Frucor rejigs to cope with growth

Under the structure three key appointments have been made with a focus on the New Zealand side of the business, freeing up managing director Mark Cowsill and chief operating officer Malcolm Tubby to concentrate on the increasing international business.

Mr Cowsill says the new appointments add expertise to the existing management team.

"The new structure and management team will ensure our New Zealand operation continues to lead the company's research and development processes, to drive innovation and product development and build on our already strong and successful stable of brands both locally and internationally."

Frucor's New Zealand business will account for around 63% of turnover for the 2001 year and Mr Cowsill says it's vital the company continues to have a strong local focus, especially on research and development, to ensure Frucor continues to lead through innovation.

He says the New Zealand business continues to grow well with very good levels of profitability and strong cash flow.

"The phenomenal success of our energy drink V in New Zealand, Australia, South Africa and the UK has overshadowed some of our other products which are also exceeding expectations."

"In the juice category we need to keep innovating to prevent juice becoming a commodity and Fresh-Up Vits (Fresh-Up with added vitamins) is a good example of that and Frucor's commitment to the category."

The company has also recently launched a new flavoured, vitamin-enriched water product aimed at the sports market called Mizone.

Frucor shares have been steadily falling in recent months from a high of around $2.40 in September to under $1.90, partly due to a disappointing distribution result for energy drink V in the UK.

However the company has said it is intent on ironing out those problems, and it is also planning to launch the product in two further international markets, although it is yet to announce whether those markets will be elsewhere in Europe or if it will aim for North America. V is currently sold overseas in Australia, South Africa, the UK and Ireland.

Comments from our readers

No comments yet

Add your comment:

Your name:
Your email:	Not displayed to the public
Comment:
Comments to Sharechat go through an approval process. Comments which are defamatory, abusive or in some way deemed inappropriate will not be approved. It is allowable to use some form of non-de-plume for your name, however we recommend real email addresses are used. Comments from free email addresses such as Gmail, Yahoo, Hotmail, etc may not be approved.

Anti-spam verification:

Type the text you see in the image into the field below. You are asked to do this in order to verify that this enquiry is not being performed by an automated process.

Related News:

Danone digs in its French heels