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In a bid to draw new consumers to the packaged juice category and strengthen its product portfolio, Coca-Cola India, this summer season, is set to introduce an apple juice-based sparkling beverage called Minute Maid Apple Sparkle with 25 per cent apple juice content.
Confirming the proposal, a Coca-Cola India spokesperson said the new sub brand is slated to hit the retail shelves shortly.
Srideep Kesavan, Director - Juices, Coca-Cola India & South West Asia, told BusinessLine : “We are constantly looking at various products that are in line with our ‘Beverages for Life’ strategy that focusses on providing consumers with choices for various consumption occasions.”
The America beverage major worked on 40-50 prototypes before finalising on the new product’s formulation. “Under our fruit nutrition brand Minute Maid, we have created a sub-brand called Minute Maid Apple Sparkle which is made from apples that are primarily sourced from Kashmir and contains 25 per cent apple juice content. The crispiness of the apple comes through with the addition of light carbonation in the product,” he added.
The beverage will come in PET bottles with zippy graphics and a modern design. The product is expected to hit the shelves in a 250 ml pack priced at ₹25 and a 600 ml pack priced at ₹40. It will be made available across the country through various channels including e-commerce.
Double digit growth
“We believe India is one of the fastest growing juice markets in the world and the segment is growing at double digits. With such product offerings we want to expand this segment and recruit new consumers to this category,” Kesavan added.
In the past two years, Coca-Cola India has stepped up its focus on juices, exploring options for new launches both at the pan-India level and the hyperlocal level.
Earlier this year, it introduced a grape juice-based sparkling drink called Minute Maid Colour with 12 per cent grape juice content in Tamil Nadu. This is in line with its “fruit circular economy” initiative that seeks to increase local sourcing of fruit pulp.
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