India has launched a new product in the form of Mirinda Joosy which contains orange fruit juice sourced from Indian farmers. The introduction of Mirinda Joosy marks another milestone in PepsiCo India’s journey of enhancing its sourcing of fruit pulp from India. It contains orange fruit juice sourced from Indian farmers.
The new product is a portfolio expansion of the company’s popular fruit flavoured beverage brand Mirinda, which is one of the eight which is one of the eight brands with an annual sales of Rs 1,000 crore.
Mirinda Joosy launch shows PepsiCo India’s journey of enhancing its sourcing of fruit pulp from India.
PepsiCo India launched Mirinda Joosy exclusively for the Tamil Nadu market on Wednesday. This is its strongest market where the company wants to test the waters before going for a national launch.
Mirinda Joosy has 50 percent less sugar than normal Mirinda and 5 per cent more orange juice. A plant-based sweetener Stevia compensates sweetness for the low sugar content. The beverage will be available in Tamil Nadu and is priced at Rs 35 per 500ml bottle.
The introduction of Mirinda Joosy is a replication of PepsiCo India’s commitment to partnering the government’s effort of catalysing the carbonated fruit drinks category to benefit Indian farmers by adding 5 percent natural juice to carbonated beverages.
PepsiCo India has also partnered with the Maharashtra government for developing citrus ecosystem in the state.
It primarily includes investments in a citrus facility in Nanded, as well as partnering with citrus farmers to improve their productivity through various agri interventions.