Coca-Cola India, this summer season, is set to introduce an apple juice-based sparkling beverage called Minute Maid Apple Sparkle with 25 percent apple juice content. This launch will be in a bid to draw new consumers to the packaged juice category and strengthen its product portfolio.
As per the company reports, while confirming the proposal, a Coca-Cola India spokesperson said that the new sub-brand is slated to hit the retail shelves shortly.
Srideep Kesavan, Director – Juices, Coca-Cola India & South West Asia told to media, “We are constantly looking at various products that are in line with our ‘Beverages for Life’ strategy that focuses on providing consumers with choices for various consumption occasions.”
He also added, “Under our fruit nutrition brand Minute Maid, we have created a sub-brand called Minute Maid Apple Sparkle which is made from apples that are primarily sourced from Kashmir and contains 25 percent apple juice content. The crispiness of the apple comes through with the addition of light carbonation in the product.”
“We believe India is one of the fastest growing juice markets in the world and the segment is growing at double digits. With such product offerings we want to expand this segment and recruit new consumers to this category,” Kesavan added.
Coca-Cola India has stepped up its focus on juices, exploring options for new launches both at the pan-India level and the hyper-local level.
In the start of this year, the company has introduced a grape juice-based sparkling drink called Minute Maid Colour with 12 percent grape juice content in Tamil Nadu. This is in line with its “fruit circular economy” initiative that seeks to increase local sourcing of fruit pulp.
The beverage will be launched in PET bottles with zippy graphics and modern design. The product is expected to hit the shelves in a 250 ml pack priced at Rs 25 and a 600 ml pack priced at Rs 40. It will be available through various channels including e-commerce.