Leading global beverage company Coca-Cola has launched a grape juice based sparkling beverage ‘Colour’ under its flagship fruit juice brand Minute Maid for Tamil Nadu, a move which is expected to challenge the iconic local grape drink brand in the State – Bovonto.

Colour is the second sub-brand of Minute Maid after Smoothie and 12th flavour under Minute Maid brand.

The sub-brand Colour launch comes on the back of one of its key growth pillars – developing products that are suited to the palates of a particular region, especially in terms of flavours.

Minute Maid Colour seeks to make an appeal to consumers of Tamil Nadu who has a liking for grape-flavoured beverages. It will come in two variants – 250 ml priced at ₹25 and 600 ml for ₹40. Film actor Keerthy Suresh has been roped in as brand ambassador for ‘Colour’ in Tamil Nadu. “This is our first seriously big bet and the way we back it with a local brand ambassador, ‘Colour’ will be a very strong local product launch in the South,” T Krishnakumar, President, Coca-Cola India and South West Asia, said.

Coke had actually made good progress in getting pipeline ready to introduce drinks for different local markets across the country.

“From an R&D perspective, we have made good progress in coming out with formulations and we have a pipeline which will be good for another 18 months of commercialisation,” he said.

“We have a couple of launches happening this year that will cover a very large part of Western and Northern regions,” Srideep Kesavan, Director-Juices, Coca-Cola India and South West Asia, said.

The company is also planning to launch a new local drink for the consumers in Andhra Pradesh next.

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