Fruitas enters grilled chicken business

Lester Yu

Leading food and beverage kiosk operator Fruitas Holdings Inc. is debuting on the grilled chicken business as part of its portfolio diversification.

The grilled chicken business is among the two new concepts that the newly-listed company will bring to the market in the near future. The other one is a fresh store concept under the Babot’s Farm brand, Fruitas disclosed to the Philippine Stock Exchange on Wednesday.

“Babot’s Farm is a collection of fresh products which Fruitas is excited to serve to Filipino consumers. Our mission is to make fresh products easily accessible to Filipinos, thus bringing the farm closer to them,” Fruitas president and chief executive officer Lester Yu said.

“We are equally excited with our impending entry into the chicken business. We are confident that we can enter the market in a cost-effective manner yet come up with a well-loved product,” he added.

Babot’s Farm will initially have three major rows of fresh products in its own portfolio, including a buko beverage line, a new soy line under Soy & Bean, products from its recent acquisition, The Tofu Store, and fresh dairy.

The new grilled chicken concept, on the other hand, will have a “twist on presentation and flavor.” It will be offered through Fruitas’ kiosk network or by independently setting up strategic stores.