From fresh fruit shakes to an upcoming start on grilled chicken and soy products, food and beverage kiosk operator Fruitas Holdings Inc. has decided to diversify its portfolio by entering the grilled chicken business and introducing a new store concept: Babot’s Farm.
Fruitas started in 2002 and to date has opened 1,068 stores in the Philippines with over 20 brands under its name such as Buko Loco, Juice Avenue, and The Mango Farm.
Babot’s Farm will be serving a new buko beverage line as well as fresh dairy and soy products from its recent brand acquisition, The Tofu Store, under Soykingdom Inc. The goal of Babot’s Farm is to bring fresh products to consumers. The grilled chicken concept, on the other hand, is still set to be offered in the network of kiosks under Fruitas or independently distributed in its own store.
Fruitas president and CEO Lester Yu says the company is confident in coming up with a well-loved product while entering the market in a cost-effective manner.
Leveraging its recent acquisitions Heat Stroke Grill and Kuxina Ihaw Na, Fruitas intends to tap the fast-growing market segment. “Chicken has proven to be the leading protein offered in foodservice in the Philippines and FRUIT (Fruitas’ ticker under the Philippine Stock Exchange) believes it can carve a niche in this wide and fast-growing market segment,” a disclosure from the PSE says.