Frucor is a Japanese-owned beverage company operating in Australasia, and headquartered in Auckland, New Zealand. The company is known for its V energy drink launched in 1997, which is sold across the world including Europe, South Africa and Argentina. Frucor has joint partners PepsiCo, Danone, and Sanitarium so their products are marketed by Frucor. Frucor was founded by New Zealand Apple and Pear Board in 1962 and released their first product, Fresh Up. In 1978, New Zealand Olympic track runner John Walker endorsed the Fresh Up product, with the catchphrase "Fresh Up – it's got to be good for you'". Frucor was owned by New Zealand Apple and Pear Board until 1998, when it was purchased for $50 million by Pacific Equity Partners. In 1999 Frucor became the exclusive bottler for Pepsi products in New Zealand. In 2000 Frucor launched V in the UK and Ireland manufactured in the Netherlands. More information...
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