Nowadays, the Indian market is becoming inclined towards fruit juices as compared to fizzy drinks. The beverage brand Coca-Cola, amid competitive environment is bringing in its acquired juice brand called Rani Float to India which is a fruit-based beverage manufacturer.
Beverage maker Coca-Cola is bringing in its acquired juice brand Rani to India, as it looks to take on PepsiCo’s Tropicana, Dabur’s Real and Parle Agro’s Frooti, besides a slew of startups like Paper Boat and Raw Pressery. Coca-Cola had acquired 50% equity in Bahrain-based Aujan Industries’ beverage business for close to $1 billion in 2012, brands of which include Rani Float juice and Barbican malt beverage.
The current is showing the higher demand for fruit beverages and juices rather than the sweet and fizzy soft drinks. It has also been reported that brand is currently being imported and after the completion of the imports, the sale will initially be started off in the important metro cities and then reach the other parts of the country.
The US beverage maker had said the deal allows it to expand its portfolio in the juice sector and drive long-term value for shareholders.
A Coca-Cola India spokesperson confirmed the launch. “Rani Float has real fruit pieces along with higher juice content, reduced sugar, and real fruit flavour,” the spokesperson said. He said the brand, currently being imported, is being seeded in core metros and will be scaled up by the year-end.
The company continues to expand portfolio and offer more choices to our consumers. Rani Float is a differentiated juice drink with real fruit and reduced sugar content.