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Bifrutas, the leading juice-milk brand from the Pascual company, is making further advancements in its internationalisation process and strengthening its position in Morocco by working with LaLiga.
The brand has designed a special edition of its products with LaLiga Santander players, which will go on sale exclusively in the North African country in 2022 and 2023. Bifrutas has been present in the market for more than 15 years and is appreciated by Moroccan consumers for being the perfect combination of milk, fruit juice and vitamins A, C and E.
The juice-milk brand from Pascual is already available in Tropical, Mediterranean and Pacific flavours in shops and supermarkets in Morocco thanks to local distribution partner Activ Distribution. Over the next two years, consumers in Morocco can continue to enjoy the unique and refreshing taste of Bifrutas with every sip and can do so courtesy of a partnership that will see the quality flavours of Spain promoted in Morocco through the beautiful game.
As Pedro Bouza, Pascual’s International Marketing Director, said: “More and more consumers want drinks that are high in added value, nutritious, healthy and tasty. For these consumers, Bifrutas is a drink that has it all in one. Our aim is to get closer to local consumers in each market and to establish an alliance in Morocco with LaLiga, which is the most popular foreign competition in the country. This will allow us to continue Pascual’s internationalisation strategy in Morocco and North Africa.”
Pascual and LaLiga have reached this strategic partnership by agreeing a licence that connects the two entities until the end of next season. This alliance will be effective from this month and it will last until June of 2023.
In the words of Ignacio Gómez, LaLiga’s delegate in Morocco: “Morocco is a key market and this agreement allows two of Spain’s leading brands, Pascual and LaLiga, to establish synergies in the country. Thanks to this deal, we can both continue strengthening our identifying traits, our commitment to quality and the values of sport.”
A strategic alliance in the sports world between two leading brands
With this licensing agreement, LaLiga is once again highlighting how important it is to build associations with other leading Spanish brands, ones that reinforce and boost the visibility of the organisation and of its football clubs within and beyond Spain’s borders.
With respect to Pascual, this collaboration underlines its connections to sport and to Spanish football. Furthermore, it makes the company’s competitive framework much more global and in line with new international consumer trends. The company is reinforcing its objective of growing sustainably and profitably in the coming years and of reaching thousands of new households, thanks to this new licence and the 360º communication plan that will involve with a significant promotional campaign externally and at the point of sale in Morocco from March 15th onwards.
