Looza

What Looza does

Looza is a Belgian fruit juice and nectar manufacturer founded in 1947 at the farm of Monsieur de Laminne de Bex in Haspengouw, Limburg. The company produces a portfolio of 13 fruit juice and nectar flavors — including classics such as Orange, Apple-Cherry, and ACE Original (a multi-fruit nectar containing 8 tropical fruits and carrot juice with added vitamins), alongside lesser-known variants such as Strawberry Delight, Banana, Melon Delight, Pear, and Tomato. Products are sold in 20cl and 1L returnable glass bottles and in 1L/33cl PET formats. The brand serves Belgian consumers for daily home consumption, entertainment occasions, and as mixers for cocktails and mocktails.

Production is anchored in Borgloon (Hoepertingen), where Looza has bottled since 1958, operating out of a converted sugar factory. The core technology is fruit juice pasteurization: glass bottles are filled and then subjected to high-temperature pasteurization that simultaneously sterilizes the bottle interior and cap, while PET bottle production uses flash pasteurization. Looza was among the first to apply pasteurization to freshly pressed apple juice for bottled sale, originally marketed as 'Jus de Looz'. The company has progressively extended its product surface — the ACE 'smart-drinks' subcategory was created in 1999 (with ACE Green launched in 2007), a PET range for home consumption launched in 2011, and Looza Smash (light fruit drinks with botanicals) was introduced alongside a retro rebranding in 2017. The iconic 1L bottle launched in 1970 was awarded the Belgian Packaging Oscar.

Looza operates as a brand within PepsiCo Belux — the Belgian arm of PepsiCo, the world's second-largest food company — under the legal entity SOLERA BEVERAGES BELUX N.V., headquartered in Zaventem. Looza was taken over by PepsiCo in 1992 after a series of acquisitions, and revenue is generated through product sales across Belgian supermarket chains, beverage wholesale centers, and (internationally) PepsiCo's distribution network spanning 200+ countries. The horizontal go-to-market targets Belgian and broader Benelux households seeking natural, quality fruit juices; the direct-to-consumer website supplements retail by providing recipe-driven content marketing around 11 mocktail and 10+ cocktail recipes. PepsiCo Belux's commercial scale provides distribution and supply-chain advantages unavailable to standalone competitors, but also means Looza-specific financial performance is not independently disclosed.

Name

Looza

Legal name

SOLERA BEVERAGES BELUX N.V

Website

https://looza.be

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1–10 employees

Short description

Looza is a Belgian manufacturer of fruit juices and nectars founded in 1947, offering 13 flavors across glass and PET formats to Belgian consumers. The brand operates under PepsiCo Belux and holds a market-leading position in Belgium's fruit juice category.

Ownership category

akta.pro rank

Product category

Fruit Juice & Nectar Manufacturing

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)

akta.pro secondary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

Keywords

• Fruit juice manufacturing
• Fruit nectar production
• Bottled beverages
• Pasteurized fruit drinks
• Consumer beverage brand

Headquarters

HQ city

Zaventem

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Fruit juice and nectar product sales: Looza generates revenue through the manufacture and sale of fruit juices, nectars, and multi-fruit beverages across 13 flavors and multiple formats (20cl glass returnable, 1L glass returnable, 1L PET, 33cl PET). Products are sold through Belgian supermarkets, beverage wholesalers, and drink centers. The brand occupies a market leader position in Belgium.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Looza manufactures and sells a portfolio of 13 pasteurized fruit juice and nectar flavors in Belgium under the Looza brand, available in 20cl glass returnable bottles, 1L glass bottles, and 1L/33cl PET formats. Sub-brands include ACE Original (multi-fruit nectar with 8 tropical fruits, carrot juice, and added vitamins) and Looza Smash (light fruity drinks with botanicals). Products are sold to consumers primarily through Belgian supermarket chains and specialized beverage wholesale centers, with international reach provided by PepsiCo.

Product overview

Looza is a Belgian fruit juice company operating as a single unified product line rather than a platform-plus-modules architecture. The core offering is a portfolio of 13 fruit juice and nectar flavors (including Apple, Orange, Apple-Cherry, Mango, Pear, Tomato, Grapefruit, Pineapple, Banana, Strawberry Delight, Peach, Melon Delight, and ACE Original), sold primarily in 20cl glass bottles and 1L formats, with PET bottles for home consumption. The ACE sub-brand represents a differentiated smart-drink line with added vitamins. The product line extends through companion offerings: mocktail recipes (using juices as mixers) and cocktail recipes (combining juices with spirits), which serve as usage inspiration rather than separate products. Looza Smash, a line of light botanical drinks, represents a 2017 expansion beyond pure juices. The company was acquired by PepsiCo in 1998 and maintains production in Borgloon, Belgium.

Differentiator

Problem solved

Functional benefit

Brands

• Looza ACE: Multi-fruit nectar containing 8 tropical fruits and carrot juice with added vitamins. Original product launched in 1999.
• Looza Smash

Products and services

• Looza Orange Juice 100% orange juice with a sweet-sour balance, mild taste, and high Vitamin C content, sold to Belgian consumers through retail and wholesale channels.
• Looza Apple Juice Filtered clear apple juice without added sugars, sold to Belgian consumers through retail and wholesale channels.
• Looza Apple-Cherry Juice Juice blending apple and cherry, described as the most preferred Looza variety among Belgians with pronounced cherry flavor balanced by apple.
• Looza Mango Nectar Exotic fruit nectar made from premium quality mango puree, sold to Belgian consumers seeking tropical fruit flavors.
• Looza Pear Juice Pear juice with a fine, distinctive taste and velvety mouthfeel.
• Looza Tomato Juice Tomato juice made from Mediterranean tomatoes, delicately salted and spiced, sold to Belgian consumers seeking savory juice options.
• Looza Grapefruit Nectar Refreshing grapefruit nectar with a pleasant mild bitter taste.
• Looza Pineapple Juice Pineapple juice with natural sweetness and smoothness of sun-ripened pineapples, without added sugars.
• Looza Banana Nectar Smooth, perfectly balanced banana nectar with recognizable exotic banana perfume.
• Looza Strawberry Delight Multi-fruit juice combining strawberry, pear, apple, and elderberry; suitable as a standalone beverage or playful cocktail ingredient.
• Looza Peach Nectar Velvety peach-flavored nectar sold to Belgian consumers.
• Looza Melon Delight Refined multi-fruit juice combining melon, pineapple, pear, and passion fruit with an elegant perfume aimed at gourmet consumers.
• Looza ACE Original Multi-fruit nectar containing 8 tropical fruits and carrot juice with added vitamins; flagship product of the ACE smart-drinks subcategory.
• Looza ACE Green Smart-drink variant of the ACE line featuring kiwi as the main ingredient with added vitamins A, C, and E.
• Looza Smash Range of three light fruity drinks containing botanical ingredients, positioned as a contemporary extension to the Looza portfolio.
• Looza 1L Glass Bottle Iconic 1L returnable glass bottle format used across the Looza range; subject of the Belgian Packaging Oscar.
• Looza 20cl Glass Bottle Returnable 20cl glass bottle format designed for on-the-go and individual servings of Looza juices.
• Looza PET Bottle Range PET bottle range (1L and 33cl) targeted at home consumption, produced with flash pasteurization.

Quantifiable outcome

• 13 distinct flavors in product range

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Eckes-Granini: Eckes-Granini is the European parent company of Granini, Pago, and other juice brands. As a major regional juice conglomerate, it overlaps with Looza across multiple product lines and European retail channels.
• Minute Maid: Minute Maid is a large global juice brand owned by The Coca-Cola Company. It competes broadly with Looza in packaged fruit juices and juice drinks, particularly through retail channels, but operates at significantly larger global scale.
• Ocean Spray: Ocean Spray is a large North American grower-owned juice cooperative. It competes broadly with Looza in the packaged fruit juice category but with much wider geographic reach and a portfolio anchored in cranberry.

Others

• Refresco: Refresco is a global independent bottler and producer of soft drinks and juices, including private label. It is comparable to Looza's production operations as a co-packer in the beverage space, even though it does not directly compete in branded retail juice.

Direct peers

• Granini: Granini is a leading European fruit nectar and juice brand owned by Eckes-Granini. It competes directly with Looza in the multi-flavor juice/nectar segment across European supermarket channels.
• Innocent Drinks: Innocent is a premium European fruit juice and smoothie brand owned by Coca-Cola. It competes with Looza in the same natural-juice and multi-flavor category across European retailers, with similar positioning around quality and natural ingredients.
• Tropicana: Tropicana is one of the largest fruit juice brands globally and is also owned by PepsiCo. It directly competes with Looza in the packaged fruit juice category and shares corporate parentage, making it the most directly comparable peer in the PepsiCo juice portfolio.
• Pago: Pago is a premium fruit juice brand from Austria also owned by Eckes-Granini. It competes with Looza in the high-quality single-fruit and multi-fruit juice segment, particularly across DACH and broader European retail.

Regional players

• Wicküler (Hochwald): Wicküler is a German fruit juice and beverage brand within the Hochwald group. Comparable to Looza as a regional juice brand with deep heritage in its home market, focused on quality packaged fruit juices.
• Rauch Fruchtsäfte: Rauch is an Austrian family-owned fruit juice producer with strong presence in DACH and parts of Europe. Comparable to Looza as a regional multi-flavor juice brand focused on quality and broad flavor range, but with different geographic emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LoozaBelgium
• Instagraminstagram.com/loozabelgium
• Pinterestpinterest.com/loozabelgium

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Looza