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Coca-Cola India announced the launch of Minute Maid 100%, a range of pure fruit juices, at Food Forum 2011 in Mumbai.
The Minute Maid brand is present via Minute Maid Pulpy Orange and Minute Maid Nimbu Fresh.
But the 100% range will have no preservatives or added colour and will be available in three flavours — apple, grape and orange.
The brand will sport the tagline Life ka Ras and will be supported by a consumer activation programme encompassing ATL and BTL.
The range has been developed at the company's research and development laboratory in Gurgaon, and the communication has been conceptualised and executed by Leo Burnett, New Delhi.
Pure juice brands in India include Real (Dabur), Tropicana (PepsiCo) and Saint (Parle Agro).
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