Coca-Cola India has launched a new variant called Thums Up Charged No Sugar in the country, as part of its global strategy to offer more choices to consumers.

Last year, the company had said that it aims to make the 40-year-old Thums Up, a billion dollar brand by 2020.

The other no-sugar products in the company’s India portfolio include Diet Coke, Coca-Cola Zero and Sprite Zero.

Vijay Parasuraman, Vice-President, Marketing, Coca-Cola India and South West Asia, said: “Thums Up is the largest cola brand in the country and we believe Thums Up Charged No Sugar will help take the diets and lights sparkling drink segment to the next level. We believe this no-sugar variant will cater to a much larger audience.”

The US-based beverage major first began expanding the Thums Up portfolio late last year with the launch of the first variant called Thums Up Charged.

“The introduction of these two product innovations will help in building the master brand Thums Up with various choices for consumers and help drive the brand to the $1-billion mark,” he added.

The company has also inked a brand association tie-up with the much anticipated upcoming Hollywood flick Avengers: Infinity War for Thums Up Charged No Sugar in India.

“We have tied up with Marvel’s Avengers: Infinity War slated to be released in the last week of April. We will leverage this brand tie-up to launch Thums Up Charged No Sugar cans with innovative packaging featuring the characters,” Parasuraman added.

While the company has a global brand tie-up in place with the Hollywood flick for Coca-Cola Zero in several markets, in India, it has decided to use this association to promote Thums Up Charged No Sugar.

Talking about the distribution strategy for the new variant, he said: “We will focus on the metros and urban region. It will have a significant presence in the modern trade and at the high-value grocery stores.”

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