The Hindu Business Line : Pepsico to launch new juice variant

Two years back, the company had tried to launch leechi and guava as juice drinks under the Slice brand but withdrew these products due to insufficient volumes. Besides, the company also said it has made India an export hub for mango juice due to extensive backward integration programmes with farmers and has begun exporting mango juice to the Middle East markets to begin with.

"Tropicana brand is growing at a healthy double digit in India. In fact, due to the backward integration efforts of the team here, India has now become a source of mango juice for the middle east market," International Brand Director for Tropicana, Mr Graham Andrews said.

The company is now working on extensive backward linkages for other fruits including a citrus project in Punjab and pineapple sourcing from Kerala. Asked whether Pepsi will follow the footsteps of Dabur Foods and enter the nascent fruit drinks market, Executive Director, Mr Subroto Chattopadhyay said several product formulations were ready and others were being worked upon but the company had no immediate plans to get into fruit drinks. Over the last few months, PepsiCo has taken several initiatives with Tropicana including introduction of juice blends, the 500 ml pack size and the wedge packaging which is specially targeted at kids.

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