Cocolab ‘reimagines’ humble buko juice

Written by: Linda B. Bolido

Naga, the latest addition to the Philippines’ highly urbanized cities (HUCs), has just been chosen as “incubator” for Fruitas Holdings, Inc.’s latest innovation – Cocolab.

The new beverage brand from the home-grown food and beverage company opened its first branch at SM Naga the day after the city marked its charter anniversary and on the birth date of the country’s national hero Jose P. Rizal.

Lester Yu, Fruitas Holdings founder and chief executive officer, said they chose the new HUC (a city with a minimum population of 200,000 and an annual income of at least P50 million) for the launch of their latest brand because it is a testament to an honest, vibrant, effective and hardworking government.

“We wanted to show that, if (a local) government has integrity, transparency, and efficiency, businesses will come,” Yu said in Filipino. He commended Mayor Leni Robredo, former Philippine vice president, for her effective and honest leadership and commitment to the nation.

Robredo joined Yu in cutting the ceremonial ribbon opening Cocolab but did not speak at the event as she had to rush off to another engagement.

Yu said, businesses, including MSMEs (micro, small and medium enterprises) like Fruitas Holdings, were not expecting government to be their savior. They just needed leaders that would guide and support them and other Filipinos to succeed.

For Fruitas Holdings, the launch of Cocolab in Naga City reflects the growing importance of regional cities as hubs for consumer innovation, business investment and economic growth. It demonstrates how brands are responding to evolving lifestyles and opportunities beyond Metro Manila.

Shaun Aldrich G. Si, Fruitas Holdings chief marketing officer, said Cocolab was offering something Filipinos were familiar with – buko juice. But the new beverage place was offering innovative fresh flavors of the old favorite to make it more exciting, particularly for new customers.

The new store will rely on local ingredients and talents. Naga being in the Bicol region, main source of the pili nut, the star of its menu is the Coco Pili Shake, available only in Cocolab.

Si said the city shared the same values that guided Fruitas Holdings – innovation and resilience, among other things.

Fruitas Holdings, he added, was investing in the community and creating opportunities. It was expressing its confidence in the bright future of Naga and the Bicol Region as a whole.

Cocolab, the newest concept from Fruitas Holdings, joins the company’s over 25 active food and beverage brands and over 800 stores nationwide. It makes the everyday buko cool and exciting with its unique set of fruit and dessert shake combinations, including, aside from the pili flavor, Coco Classic, Coco Biscoff, Coco Banana, Coco Pandan, and Coco Oreo.

It also offers refreshments such as pure coconut juice and cool fresh coconut combinations like Coco+Milk, Coco+ Buko Pandan and Coco+Ube.

Fruitas Holdings, through Cocolab, wants to set an example of how Filipino businesses can invest in high-growth cities outside Metro Manila. It aims to demonstrate how strong consumer demand, evolving food and beverage preferences and a conducive business environment can encourage companies to expand into emerging markets.

Launching Cocolab Naga City highlights investor confidence in cities and communities where there is good governance. It reflects Fruitas Holdings’ confidence in Naga City’s growth and future under Robredo’s leadership.

Cocolab also aims to redefine how coconuts are experienced by transforming the humble tropical drink into a curated lifestyle experience for a new generation of conscious consumers seeking brands that are modern, authentic, and effortlessly cool.

The opening of Cocolab demonstrates the company’s commitment to creating jobs, supporting local economic growth and investing in communities where good governance helps businesses thrive.

Fruitas Holdings sees Naga as an example of how effective local governance, strong community engagement, and economic development can create opportunities for businesses to invest and expand.

With Cocolab, Fruitas Holdings reaffirms its commitment to bring new concepts to emerging cities outside Metro Manila where there is strong consumer demand and a supportive environment for entrepreneurship and innovation, as it continues to grow its brands nationwide that also include Jamaican Patties, Balai Pandesal, Ling Nam, Soy & Bean, Sugarhouse and Sabroso Lechon.

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This article is brought to you by Fruitas Group Inc.