Coca-Cola India To Launch Two 'Nutri' Products on Aug 15
Leveraging its well-established 'Minute Maid' platform, Coca-Cola India is all set to launch two new products in the India market, said T. Krishnakumar, President, Coca-Cola India and South West Asia. He was addressing a select briefing, a first for the company since the pandemic was declared on March 11 and the subsequent lockdown.
The two new products – ‘Vita Punch’ and ‘Nutri Force’ will be launched under the Minute Maid umbrella.
While Vita Punch will be a juice-based beverage fortified with Vitamic C, Nutri Force will have soluable Iron, Zinc and Vitamins. It is already out being test-marketed in smaller tetra-packs, the company executives informed.
Initially, Vita Punch will be launched in the 'mix fruits' flavour. Going forward, the company will also lanch additional fruit variants like santra and mausambi.
It must be noted that it has been a 13 year journey for the 'Minute Maid' brand since the launch of Minute Maid Pulpy Orange. The brand has been positioned as 'Delightful Nutrition' where the fruits are locally sourced from farmers across different regions of India thereby leveraging the 'Make in India' and the 'Aatmanirbhar' India calls from the Prime Minister.
These initiatives are part of Coca-Cola India's "Fruit Circular Economy" initiative that endeavors to make a concerted difference in the Indian fruit ecosystem. "The surplus fruit supply shall be processed to create high value fruit juices by integrating farm supply with the consumer needs, thus propelling the fruit economy of India," the company had said three years ago while adopting the initiative.
More details to follow.
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