A Fruitas a day: Lester Yu adds star power to fuel growth

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April 20, 2026 | 12:00am

Notes on the beat

MANILA, Philippines —  Want to look like actor Alden Richards?

Drinking one Fruitas a day is the answer, businessman Lester Yu, founder and CEO of Fruitas Holdings Inc. says in jest.

“This is my advice for everyone. Kung talagang gusto po natin maging katulad ng ating idol na si Alden Richards, eh araw-araw po tayong uminom ng Fruitas buko juice and Fruitas mango shake. Tiyak po yan, pag gising natin sa umaga, pag harap natin sa salamin, kamukha na po natin si Mr. Alden Richards (If we really want to be like our idol Alden Richards, let’s drink Fruitas buko juice and Fruitas mango shake every day. For sure, when we wake up in the morning, when we look in the mirror, we will look like Mr. Alden Richards),” Yu said at the recent launch of Richards as Fruitas’ new endorser.

Fruitas is tapping into the boy-next-door charm of Richards, who rose to prominence as one-half of the phenomenal “AlDub” love team, to help power up its continued growth this year despite prevailing economic concerns over the impact of the ongoing Middle East conflict.

Yu said 2025 was a good year for Fruitas Holdings, and momentum is expected to continue in 2026 with growth of at least 20 percent in sales targeted for the year.

“In 2026, that is what you should look forward to,” he said.

“You know, if there’s no crisis, the 20 percent growth in sales is guaranteed. We are confident in our products. It’s delicious and it’s proudly Filipino,” Yu said.

Yu, however, said it is impossible for the group’s business not to be affected by the ongoing US-Iran war.

“We can’t do anything. That’s part of every business. We’ll absorb the cost of oil and gas. And then we’ll look for other ways to save money.  Operating expense is really affected. In sales, I hope not. We’re still observing,” he noted.

As reported earlier by The STAR, Fruitas Holdings is allocating P120 million for capital expenditures to support its 2026 expansion initiatives, including opening 80 to 100 stores to further beef up its presence nationwide.

A leader in food and beverage stores across multiple formats, Fruitas operates an array of brands in its portfolio, operating a total of 848 stores nationwide as of end-2024.

Fruitas ventured into the roasted chicken segment in 2024 with the acquisition of a majority stake in the owner of the Mang Bok’s brand for P8.86 million.

Its subsidiary Balai ni Fruitas Inc. acquired in the same year the 40-year-old legacy brand Sugarhouse, allowing the listed bakery operator to expand its product offerings, particularly in the cake category and tap a broader customer base.

In 2023, Fruitas completed the purchase of 73-year-old legacy brand Ling Nam, marking its entry into the Asian casual dining space.

Yu said the company is currently looking at strengthening its export business by working with partners who will distribute its products abroad.

He also shared that the group is off to a good start for 2026, with its first quarter performance showing robust results.

And with Richards as its new brand endorser, Yu expects Fruitas to be ripe for another good year.

Previous local celebrities tapped by Fruitas to serve as endorsers include singer-actress Sarah Geronimo and Manila Mayor Isko Moreno.

“Endorsers are helpful because the brand becomes relevant. It becomes top of mind. Then, the credibility of the brand also improves because the market gets to know who they can trust,” Yu said.

Asked for the key considerations in choosing their brand endorsers, Yu said: “Of course, their values. Their personality must match our values and our personality.”

“Of course, we don’t want someone who is a drunkard,” he added.