Coca-Cola opts for healthy living, to launch fruit-based drinks

Posted on 02 April 2010 by BMMBoxer

Coca-Cola, a global leader in the beverage industry is all set to launch three fruit-based drinks during the summer. Two of these fruit drinks will be launched under the Minute Maid brand, whereas the third would be a mango shake in the dairy segment under the brand Maaza.

The Coca Cola officials confirmed the news, “Coca-Cola India is currently test marketing Minute Maid Apple Juice and Minute Maid Mixed Fruit juice in Kolkata. Based on the response, we will take a call to roll it out in other parts of the country.”

The company has not yet set its foot in the dairy segment, and thus the launch of mango shake in the Indian markets would act as a testing ground for the company. Also, the company has partnered with the upcoming Common Wealth Games to launch its fruit-based drinks.

Industry sources believe that the move just reflects the consumer’s need for a healthy life. The juice market in India is expected to be approx. Rs 2,670-crore market, which seems to be nearly 18% of the carbonated drinks market.

FMCG companies have been launching health related products in the past few months to cash on the healthy living concept adopted by their consumers.

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