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Brings Delightful Fruit Nutrition From ‘Farm to Table’

Unveils Two New Minute Maid Brands To Mark Its Entry Into Immunity-boosting Beverages

Bengaluru, NFAPost: Reiterating its commitment as a ‘Total Beverage Company with strong local roots’, Coca-Cola India announced its investment in master brand Minute Maid and committed an investment of $1.7 billion.

According to the company, the investment is its effort to invest in the essence of India by advancing beverage localisation, celebrating farmers and catering to the evolving needs of the Indian consumers.

Minute Maid introduced two new products delivering some of the daily essential nutrition requirements, made with fruits grown by Indian farmers.

Mental agility

Minute Maid Nutriforce and Minute Maid Vita Punch offer much-needed benefits of mental agility and immunity demonstrating its commitment to expand the portfolio of delightful nutrition for everyday occasions.

Expansion of brand Minute Maid with introduction of the new beverages also underlines Coca-Cola India’s focus on the ‘Fruit Circular Economy’ initiative, enabling farmers to increase their yield by sourcing fruits to launch fruit-based beverages.

Coca-Cola India committed an investment of $1.7 billion towards creating a Fruit Circular Economy to aid the Indian Agri-ecosystem till 2023.

Long-term strategy

Speaking on the company initiative, Coca-Cola India and Southwest Asia President T Krishnakumar said Coca-Cola remains grounded in its purpose to craft meaningful brands and offer its consumers a choice of drinks that refresh in body and spirit.

“Our long-term strategy entails offering more and more fruit-based beverages in line with consumer preferences. The expansion of our portfolio of nutritious juices under Minute Maid is in line with our aim to nourish every Indian and become India’s first choice in Fruit Nutrition. This also marks another step towards our commitment to the nation and its farmers,” said Coca-Cola India and Southwest Asia President T Krishnakumar.

Minute Maid Vita Punch is a range of delicious fruit cocktails crafted from Indian fruit recipes that provide 100% of ones’ daily requirement of Vitamin C to support immunity.

Nutritious choices

This also marks Coca-Cola India’s entry into the nascent category of immunity-boosting beverages. Minute Maid Nutriforce is designed especially for Indian mothers, who are seeking nutritious choices for their growing children.

Minute Maid Nutriforce blends the great taste of Kashmiri apple juice with Iron, Zinc and other essential vitamins that supports cognition and mental acuity and helps children learn faster, which is an important need in these times.

Coca-Cola India and Southwest Asia Marketing Vice President Vijay Parasuraman added with the changing times, consumers are now opting for beverage options with health benefits – as their approach towards health and wellness is also transforming drastically.

“The new beverages were developed keeping in mind consumers’ requirements as they also adapt to the ‘new normal’. Made with fruits grown on Indian soil by Indian farmers, the latest additions to our delightful nutrition portfolio under Minute Maid Masterbrand are focused on solving real problems of our consumers in these times,” said Coca-Cola India and Southwest Asia Marketing Vice President Vijay Parasuraman.

Beverage offerings

For the last two years, Coca-Cola’s portfolio of beverage offerings has expanded in a segmented manner. The company has focused on listening acutely to the consumers and offering beverages to match their evolving preferences by going hyperlocal. Coca-Cola India has also optimized manufacturing and distribution networks to find the best ways to regionalize its business and create more opportunities for its local bottling partners.

Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products including Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite and Sprite Zero.

The other brands include Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda.

The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverage

The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint.

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