Taking a turn towards being health conscious, Coca-Cola India plans to launch Minute Maid 100% Juice to further supplement its brand.
Minute Maid 100% Juice will be carried in three different flavors: apple, grape and orange. Coca-Cola's Minute Maid juice range will compete with Pepsi's Tropicana and Dabur's Real range of juices.
President and CEO of Coca-Cola India and South west Asia, Atul Singh said, “There is an enormous opportunity in the packaged beverage market. Having established our juice credentials with the successful launch of Minute Maid Pulpy Orange and Nimbu Fresh juice drinks along with Maaza, we are now launching the premium Minute Maid 100 percent juice range in three flavours."
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Having prior knowledge of the fruit-based juice industry, Coca-Cola's juice portfolio consists of the mango juice-based drink Maaza and Minute Maid Nimbu Fresh and Pulpy Orange.
In an effort to cater to the increasingly health conscious consumer, Coca-Cola India has been focusing on its non-carbonated drinks portfolio. It had recently formed a separate juice division with Andriy Avramenko at the helm of its global juice centre in Atlanta to head the division as general manager.
Minute Maid 100% Juice will be available in two pack sizes- 200 ml and 1-litre tetrapak, priced at Rs20 and Rs85 respectively. The product will be available in all leading modern trade outlets across the country and in general retail outlets in Punjab.