Swiss beverages company Capri-Sun has entered the Indian market through a joint venture with Hyderabad-based SDU Beverages to produce and market its fruit juices for kids.

Considered to be the No. 1 kids beverage brand, Capri-Sun will now market four flavours — mango, orange, apple, mixed fruit — in India.

Priced at ₹20, these drinks come in pouches and have a shelf life of nine months.

SDU has experience in marketing beverages brands such as Kingfisher Water, Kingfisher Soda and RC Cola.

SDU has invested ₹45-50 crore to set up a plant near Hyderabad with an annual capacity of two million cases.

After focussing on sales within the country, it plans to export to other markets in the region.

In the first phase, these drinks will be launched in top nine Indian cities and be made available through retail chains.

“With our licence partner, we have the opportunity to spread the fun and great taste of our product in the Indian market in which nearly one-third of the population are children under 15 years of age. We are sure both kids and mums will love Capri-Sun, which represents the highest quality over the past 40 years,” said Carsten Kaisig, CEO of Capri-Sun.

Added Kishore Agarwal, Managing Director, SDU: “Our decade-long experience in manufacturing and marketing well-known beverage brands would be an added value for Capri-Sun. We target a turnover of over ₹100 crore within a couple of years.”

The Capri-Sun drinks will be available in both individual pouches and packs of 10 aimed at both on-the-go consumers as well as for in-home usage.

These beverages are all natural with no preservatives, no artificial flavours and do not have any artificial sweeteners and colours, the company said.

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