MUMBAI: Coca-Cola India is readying itself for a big summer push as it enters the pure juices market dominated by arch-rival PepsiCo's Tropicana and Dabur's Real.
The world's biggest beverage maker will take a plunge into the high-growth juice market with three variants of Minute Maid juices-orange, apple and grape. It currently sells two juice brands-the mango juice-based drink Maaza and Minute Maid, which are all fruit-based but not pure juices.
Coca-Cola India has recently formed a separate division for juices to focus on its non-carbonated portfolio as all major food and beverage companies increasingly fortify their health portfolio in a market which is annually growing at 20%. Health products and juices have been at the top of these companies' bucket list since they have launched new products and categories to capture a share of the pie.
With an increased focus on the juice category, Coca-Cola India recently appointed Andriy Avramenko as its general manager of the juice business . Avramenko, who came from Coke's global juice centre (GJC) in Atlanta , heads a team that is focused exclusively on advancing the company's pulp-based beverages.
Confirming the launch, Atul Singh , president & CEO, Coca-Cola India and South West Asia, told TOI that the company sees an enormous opportunity in the packaged beverage market and, therefore, the launch is aimed at establishing the company's juice footprint after introducing Minute Maid Nimbu Fresh and Pulpy Orange.
Coca-Cola India is partnering with Future Group's Big Bazaar wherein the country's largest retailer will stock the product exclusively for a day before it hits the shelves of other retail outlets. Priced at Rs 85 for a litre and Rs 20 for a 200 ml pack, the company is looking to first target modern retailers considering the premium attached to the 100% juice category.
Recently, the country's largest consumer goods company, Hindustan Unilever (HUL), launched its first fruit-based drink under the Kissan brand to strengthen its foods portfolio. Estimated to be around Rs 700 crore, the juice market is divided into two categories-100 % (pure) and sweetened. While Dabur's Real is the biggest player in the juices market with about half of the market share, PepsiCo's Tropicana brand enjoys about 35% of this market. Other players include Parle Agro's Saint which has about 6-8 % besides a slew of regional players.
Both PepsiCo and Coca-Cola have been investing heavily in their non-carbonated portfolio with the increasing demand of healthbased drinks in India. To make a dent in this highly competitive market, Coca-Cola India, which is a late entrant into this category, has got Leo Burnett on board to handle its creative push.
The cola major has been expanding its non-carbonated beverage portfolio with launches like Maaza Milky Delite, its entry into the dairy segment, the ice tea brand Nestea with its joint venture partner Nestle, besides the fruit-based drinks Minute Maid Pulpy Orange and Minute Maid Nimbu Fresh.
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The world's biggest beverage maker will take a plunge into the high-growth juice market with three variants of Minute Maid juices-orange, apple and grape. It currently sells two juice brands-the mango juice-based drink Maaza and Minute Maid, which are all fruit-based but not pure juices.
Coca-Cola India has recently formed a separate division for juices to focus on its non-carbonated portfolio as all major food and beverage companies increasingly fortify their health portfolio in a market which is annually growing at 20%. Health products and juices have been at the top of these companies' bucket list since they have launched new products and categories to capture a share of the pie.
With an increased focus on the juice category, Coca-Cola India recently appointed Andriy Avramenko as its general manager of the juice business . Avramenko, who came from Coke's global juice centre (GJC) in Atlanta , heads a team that is focused exclusively on advancing the company's pulp-based beverages.
Confirming the launch, Atul Singh , president & CEO, Coca-Cola India and South West Asia, told TOI that the company sees an enormous opportunity in the packaged beverage market and, therefore, the launch is aimed at establishing the company's juice footprint after introducing Minute Maid Nimbu Fresh and Pulpy Orange.
Coca-Cola India is partnering with Future Group's Big Bazaar wherein the country's largest retailer will stock the product exclusively for a day before it hits the shelves of other retail outlets. Priced at Rs 85 for a litre and Rs 20 for a 200 ml pack, the company is looking to first target modern retailers considering the premium attached to the 100% juice category.
Recently, the country's largest consumer goods company, Hindustan Unilever (HUL), launched its first fruit-based drink under the Kissan brand to strengthen its foods portfolio. Estimated to be around Rs 700 crore, the juice market is divided into two categories-100 % (pure) and sweetened. While Dabur's Real is the biggest player in the juices market with about half of the market share, PepsiCo's Tropicana brand enjoys about 35% of this market. Other players include Parle Agro's Saint which has about 6-8 % besides a slew of regional players.
Both PepsiCo and Coca-Cola have been investing heavily in their non-carbonated portfolio with the increasing demand of healthbased drinks in India. To make a dent in this highly competitive market, Coca-Cola India, which is a late entrant into this category, has got Leo Burnett on board to handle its creative push.
The cola major has been expanding its non-carbonated beverage portfolio with launches like Maaza Milky Delite, its entry into the dairy segment, the ice tea brand Nestea with its joint venture partner Nestle, besides the fruit-based drinks Minute Maid Pulpy Orange and Minute Maid Nimbu Fresh.
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