Louis Dreyfus Company (LDC), announced the exclusive launch in the French market of its new fresh fruit juice brand, Montebelo Brasil, in collaboration with Laiterie de Saint-Denis-de-l’Hôtel (LSDH), for commercialisation, bottling and distribution. This initiative aims to establish the brand as a market reference among fresh (or chilled), fruit juices in France, while ensuring traceability of oranges, from Brazilian groves to selected retail shelves.

Inspired by its eponymous Brazilian plantation, certified by the Rainforest Alliance, the development of the brand is part of LDC’s strategic vision to extend its reach further downstream in the value chain, while offering distribution solutions to its customers and partners. It also reflects LDC’s focus to further diversify its juice platform portfolio with sustainable, traceable and high-quality products directly to end consumers.

Aurélien Grisval, head of downstream market for juice, LDC, said, “Our ambition for this project is twofold: to offer a 100% natural product while ensuring traceability of the oranges, thereby establishing a connection between LDC as citrus producer in Brazil and the end consumer. Our commitment also addresses the demands of increasingly discerning consumers who are concerned about the origin and journey of the products they consume.”

The line includes eight fresh fruit juices: Two pure orange juices (with and without pulp); Two lemonades (yellow lemon, and a blend of yellow and green lemon). The following product range developed in collaboration with renowned Brazilian chef Tabata Mey: Pure mango, pineapple and lime juice; Coconut water, mango, pineapple, lime pure juice; Orange, maracuja, lime nectar; and A lime maté beverage.

Georges-Edouard Duriez, head of development and strategy for juice, LDC, said, “We are proud to launch this new brand, which embodies our expertise as a global agricultural merchant dedicated to serving our customers, and our commitments as a responsible citrus grower in Brazil for over 35 years.”

France was a natural choice for the brand launch, with its dynamic retail juice market that, per capita consumption, ranks second globally, with approximately 1.1 billion litres consumed annually, and for the opportunities offered by the chilled juice category in terms of value.

“Beyond the clear commercial opportunities, this launch in France, birthplace of the Group and homeland of its founder, Léopold Louis-Dreyfus, has profound significance for LDC. Making this launch a success will be a wonderful way to honour this legacy,” concluded Duriez.