PepsiCo launches Nimbooz in Guj

Soft drink major PepsiCo India, launched its packaged nimbu pani 'Nimbooz' under its brand 7Up in Gujarat on Wednesday.

Inspired by the common refresher numbu-paani, Nimbooz, will be available across the country in three packaging formats of 200ml returnable glass bottles (RGB), 350ml PET and 200ml Tetra and attractively priced at Rs 10, Rs 15 and Rs 10 respectively.

Commenting on the latest offering by the company, Alpana Titus, executive VP-flavours, PepsiCo India, said, "Packaged beverages constitutes five per cent of the Indian beverage consumption. Nimbooz by 7Up will be relevant and affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. It is a drink that has real lemon juice with no fizz and artificial flavours is targeted at all Indians, who enjoy it, irrespective of cultural and geographical boundaries. ”

Keeping in mind the different tastes, Titus added that the company plans to add variants and more flavours to Nimbooz once the product takes off.

PepsiCo has drawn an intensive consumer activation campaign to market Nimbooz by 7Up including road shows, comprehensive 3D activation and creating a special 'Nimbooz Highway Gadi' to visit the four major highways connecting Delhi to Lucknow, Jaipur, Dehradun, Agra to drive trials and consumer education.

According to company officials, while the juice industry is close to Rs 1500 crore market in India, PepsiCo's soft drink merchandise comprises 70 per cent cola and 30 per cent juice products.

PepsiCo is a foods and beverages company with its 2008 annual revenue being more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods.

PepsiCo entered India in 1989 and has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has three state of the art plants.