Fruitas Is Getting Into Cloud Kitchens With New Venture Nube Kuxina

On expansion mode.

It’s the company behind familiar food brands like Fruitas, Buko Loco, Johnn Lemon, Balai Pandesal, and Sabroso Lechon. 

Listed food and beverage company Fruitas Holdings Inc. is venturing into the cloud kitchens space with the launch of its newest brand Nube Kuxina. In a disclosure to the Philippine Stock Exchange on Thursday, the company said the new venture will help it reach more customers more efficiently.

"We have been strategically acquiring food brands over the past two and a half years,” said Lester Yu, Fruitas president and CEO. “It makes sense to put all of our food brands together in strategic locations to provide access to as many customers as possible within reasonable distance.”


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Cloud kitchens, or sometimes known as dark kitchens on virtual kitchens, are commercial kitchens built to service operations for food delivery. Fruitas is well-placed to open a cloud kitchen startup as it already has about 25 food brands in its portfolio, including its most recent additions Balai Pandesal, Ling Nam, and Sabroso Lechon.

Its other food brands include Fruitas Fresh from Babot’s Farm, Buko Loco, Buko ni Fruitas, De Original Jamaican Pattie, Johnn Lemon, Juice Avenue, Black Pearl, Friends Fries, The Mango Farm, 7,107 Halo Halo Islands, Tea Rex, Kuxina, SHOU La Mien Hand-Pulled Noodles, and Soy & Bean.

“We will leverage on our internal logistics capabilities and partner with third-party service providers to deliver the best experience possible to our customers," Fruitas added.


As of August 2022, the group has 720 stores nationwide and about 106 of which are community stores under the Babot's Mart, Soy & Bean, and Balai Pandesal brands.

Fruitas added that its online store, Babot’s Mart, has expanded its reach and is now available on Shopee and Lazada.

For the first six months of 2022, the company reported net income of P29.34 million, a stunning reversal of its net loss of P8.6 million during the same period last year.


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Paul John Caña
Associate Editor, Esquire Philippines
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