The Hindu Business Line : Coca Cola launches Minute Maid `pulpy orange'

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Hyderabad Feb. 19 Coca Cola India has launched `Pulpy Orange', a juice from its global `Minute Maid' range for the Indian market here on Monday. It would be available in 400 ml and one litre bottle packs.

Andhra Pradesh, Tamil Nadu and Karnataka, will be part of the phased launch of the product. A consumer sampling involving 5.5 lakh people has been lined up in the next 30 days across major cities to give it the marketing push, said Mr Venkatesh Kini, Vice-President, Marketing of Coca Cola India.

Juice products

The Indian juice business in estimated to be about 500 million cases annually. After the Pulpy orange, the company will bring other juice products from Minute Maid, a leading brand in the global juice market, which is around 16 billion cases, he told newspersons on Monday.

Initially, the pulp will be imported from Florida and other ingredients from Brazil.

In the near future, the manufacturing will be done at the company's plant in Chitoor district of Andhra Pradesh. Priced at Rs 25 for 400 ml and Rs 60 per litre, the product will be positioned in groceries, large format stores, eating and drinking outlets, convenience stores etc. while targeting the young adults, looking out for naturally refreshing, juice drink.

Answering questions he said `pulpy orange' would not impact Maaza in the juice drink segment, but would only extend its leadership. On why Kerala, where Coca Cola has been facing opposition, was not part of the southern market, he said "Our market research has shown that it is not a potentially sizeable market for juice drinks now". Mr John Ustas, CEO of Hindustan Coca-Cola Beverages Pvt Ltd, said in the next two months, Minute Maid Pulpy Orange would be retailed across 25,000 outlets in the three southern states.

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