ICEE Signs With Coca-Cola for Use of Syrups

ICEE-USA, the Anaheim maker and marketer of a flavored slush drink, said the company will use the Coca-Cola and Fanta brand syrups as flavorings in ICEE dispenser machines as a result of a five-year contract agreement with Coca-Cola USA.

The agreement also calls for the companies to launch a joint promotional campaign that will, in part, team ICEE’s familiar polar bear insignia with the scripted Coca-Cola trademark, the company said.

Lawrence Maltz, ICEE’s president, would not disclose the monetary value of the contract, but said he believes that the company’s revenues for 1987 now will increase 15% and that without the contract, the annual growth rate would have been 9%. With estimated 1986 sales of $14.5 million, that means the contract could bring in almost $900,000 in new revenue.