Coca-Cola launches ‘Minute Maid Guava’

Meenakshi Verma Ambwani New Delhi May 14 | Updated on May 14, 2013

Coca-Cola India has launched a new flavour of its juice drink brand Minute Maid.

The company said as part of the phased launch, Minute Maid Guava juice drink will be available first in select towns in Punjab, Delhi, Uttar Pradesh and Kolkata.

It will be rolled out in over 10,000 premium grocery stores and modern trade outlets over next three months. It will be available in a 200 ml tetra pack priced at Rs 20 and 1 litre tetra pack priced at Rs 85.

Neeraj Garg, Vice-President, Juice Business, Coca-Cola India and South West Asia, said that the new Minute Maid Guava flavour will further widen its range of juices.

“According to our research, guava is one of the top five flavours preferred by consumers outside of the mango flavour. There is so much opportunity in the packaged juice space that we continuously want to offer more choices to the consumer, both in terms of flavours and packages,’’ he said.

The company will also rollout a new campaign for the drink. The campaign has been conceptualised by Leo Burnett and produced in partnership with production house Marmalade.

Published on May 14, 2013

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