Coke extends Minute Maid range, launches Guava flavour

Development comes within a few months of its rival PepsiCo launched powdered version of its juice brand Tropicana

Beverage major Coca-Cola today extended its Minute Maid 100% juice portfolio by adding a new flavour — Guava. The development comes within a few months after its rival PepsiCo launched powdered version of its juice brand Tropicana.

Coca-Cola also sells mango juice drink Maaza, Minute Maid 100% juices in apple, orange and grape flavours, Minute Maid Nimbu Fresh. In the juice segment, Coca-Cola competes with with PepsiCo’s Tropicana and Dabur India’s Real.

According to a company statement, the Minute Maid Guava juice drink will be available in 200 ml tetra pack for Rs 20 and one litre tetra pack for Rs 85. Over the first three months, the product will be rolled out in select towns in Punjab, Delhi, Uttar Pradesh and Kolkata.

The non-carbonated beverage market that includes pure juice and fruit-based drinks, is estimated at Rs 5,000 crore in India with an estimated growth rate of more then 20% annually.

“According to our research, guava is one of the top five flavors preferred by consumers outside of the mango flavor. There is so much opportunity in the packaged juice space that we continuously want to offer more choices to the consumer, both in terms of flavours and packages. This new flavor takes our strategy forward,” said Neeraj Garg, vice president (juice business), Coca-Cola India and South West Asia.

Coca-Cola will also rollout a new campaign for the drink. The campaign has been conceptualised by Leo Burnett and produced in partnership with production house Marmalade.