CAGAYAN DE ORO — Fruitas Holdings, Inc. recently achieved a significant milestone with the launch of its newest concept, CocoLab, which opened its first standalone store at SM City Naga on June 19, 2026. This launch marks a strategic pivot for the homegrown food and beverage giant, as it seeks to elevate coconut-based beverages into a lifestyle category tailored to younger, health-conscious consumers. By choosing Naga City for this inaugural branch, the company emphasized its commitment to regional expansion, opting to invest in areas where effective local leadership fosters a stable and welcoming business climate. The launch featured an exclusive "Coco Pili Shake," highlighting a creative blend of coconut with the Bicol region’s iconic pili nut, showcasing the brand’s dedication to integrating local flavors into its innovative menu.
A Strategic Push Toward Regional Markets
The decision to launch CocoLab in Naga City serves as a testament to Fruitas Holdings’ evolving growth strategy, which increasingly targets provincial centers outside of Metro Manila. Under the leadership of founder and CEO Lester Yu, the company has consistently demonstrated its ability to scale by leveraging a mix of organic expansion and strategic acquisitions, such as the recent integration of the Mang Bok’s brand. While the company maintains a robust presence in Metro Manila, its push into regions like Bicol, Visayas, and Mindanao aligns with its goal of creating a "Lifestyle" brand that resonates with evolving consumer preferences. This decentralized approach not only drives revenue growth but also empowers local economies by sourcing ingredients—like Bicol's pili nuts—directly from regional farmers and producers.
The Road Ahead for Mindanao
While CocoLab’s current expansion has been centered in the Bicol region, the broader Fruitas Holdings network remains highly active in Mindanao, where the company has been steadily growing its footprint. Although specific details regarding a Cagayan de Oro branch for CocoLab have yet to be announced, the company’s 2026 capital expenditure budget of P120 million underscores an aggressive push to open up to 100 new branches across its various brands, including Balai Pandesal and Buko ni Fruitas. Given Fruitas’ established history of expanding exclusive partnerships and distribution channels in Mindanao, residents of Cagayan de Oro can likely expect the company to continue evaluating the city as a potential hub for its newest concepts. As the brand continues to modernize its postharvest and logistical capabilities, the potential for bringing the "CocoLab experience" to northern Mindanao remains a strong possibility within its long-term growth roadmap.
