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To further boost ‘on-the-go consumption’ and offer more ‘value-for-money’ options to consumers for its beverages this summer, Coca-Cola India is launching innovations in its packs for juice and sparkling beverages.
The company is set to introduce its 200 ml Minute Maid Tetra Edge packs in Tamil Nadu over the weekend, priced at ₹13. This will be a limited geography launch in Tamil Nadu and depending on consumer feedback, it will scale up to other southern States — Karnataka, Andhra Pradesh and Kerala. Minute Maid has a stronger presence in the South, one of the reasons why the launch was in the region first.
Unlike other smaller juice packs that come with a straw and tend to get positioned for children, these packs offer a better drinking experience due to the wide mouth and ability to close the pack with a cap, and are apt for pulp-based products.
Company officials said the Minute Maid Tetra Edge pack has a specific role to play in the Coca-Cola India portfolio as the company wants to tap into the huge opportunity offered in the ₹11-20 price bracket. A company spokesperson said: “From a functional point of view, the Tetra Edge pack is a convenient on-the-go offering targeted at urban youth aged between 20-29 years.”
As per estimates, “on-the-go consumption” contributes nearly 30-40 per cent to packaged ready-to-drink beverages volume.
The company has already launched Maaza Tetrafino pouches that are currently available in Madhya Pradesh, Maharashtra, West Bengal and parts of Uttar Pradesh. The 100-ml pack is priced at ₹7 and offers a single serve option, especially aimed at rural regions.
For its sparkling beverages, the company has pilot launched a 300-ml PET mini pack, priced ₹20, for Sprite, Thums Up and Coca-Cola in collaboration with its franchise bottling partner in Lucknow. It plans to ramp up distribution in the next few months. In the past, the company was offering 300 ml returnable glass bottles.
Last month, Coca-Cola released its global financial results and reported a double-digit growth in unit case volume growth in India in the first quarter of 2015.
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