The Hindu Business Line : Coca Cola to launch Maaza in tetra pack

NEW DELHI: Competition in the fruit juice segment is hotting up with Coca Cola planning to come out with tetra-pack version of its mango drink Maaza by end of this month, close on the heels of rival Pepsi re-launching its Slice brand.

According to industry sources, Coca Cola plans to launch new small-size Maaza first in Kolkata by the end of April followed by a national roll out. The launch of the 200 ml tetra pack, expected to be priced at Rs 12 in the form of 'Pocket Maaza' is aimed at driving the convenience of consuming Maaza on the go.

Coke's move comes even as its competitors, including Pepsi and Dabur, already offering juices in tetra packs. When contacted Coca Cola India officials declined to comment. Currently, Coca Cola is distributing the drink in glass bottle and PET pack throug h three lakh outlets across the country.

The new launch will be supported by a new summer campaign christened as 'Bina Guthli Wala Aam' (seedless mango) featuring actor Satish Shah, the sources added.

As part of the new 360 degree communication effort, Coke would roll out a range of initiatives and contests across all key markets. According to industry experts, total juice market in India is pegged at 500 million cases in terms of volume with 90 per c ent being sold in loose form and the remaining in packaged form.

Eighty-five per cent of the 50 million packaged juice industry are mango based. The juice industry grew at 5.7 per cent in 2006-07. In terms of market share, Maaza enjoys 37 per cent share of the 50 million cases (packaged juices market). - PTI

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