FAL set to enter Indian market with packaged coconut water

Australia-headquartered Flavor and Life (FAL) Food and Beverages, a part of Saudi Arabia's FAL Holdings, is set to enter the Indian market with its flagship brand of packaged coconut water 'Coco Joy', and natural juices under 'Juiced Up' by October.
The USD 35-million company is also introducing the entire coconut range under 'Coco Joy', including coconut oil and coconut milk.
Launched two years back, FAL Food and Beverages currently has operations in Australia, China, US and Malaysia.
"A rise in the number of health-conscious consumers in India is giving a boost to fruit juices," chief executive of FAL Food and Beverages Tim Xenos told PTI.

"We will launch our flagship brand 'Coco Joy' and also our natural juices 'Juiced Up' starting October," he said.
The company will invest about USD 3-5 million dollars in setting up operations this fiscal, he said.

The coconut water will be priced at Rs 60 for a 250 ml can, while the juices will be priced between R 60-80 a can, said Jasmeet Khanna, business head for Flavor and Life Healthy Beverages Int. In India.
"As part of its portfolio FAL will also be introducing vitamin water, isotonics and nutrition bars into the country by early next year," Khanna said.

The company will import its juices initially from Malaysia where it recently invested USD 9 million in a manufacturing facility, Xenos said.
"Based on how we fare we will actively consider manufacturing opportunities here in the future," he said.
The company will follow a direct distribution model, Khanna said, and will launch in the top 10 cities, followed by tier II cities.
This comes at a time when the nectar and fruit juice market is growing at about 15 per cent annually, according to a recent study by Technopak.
Of late, several new brands of soft drinks and fruit juices have entered the market like homegrown Hector Beverages, which launched Paperboat.

FMCG major Dabur, which operates in the fruit juices and nectars category with market leading Real and Real Activ range, recently launched non-aerated ready-to-drink juices under the brand Hajmola Yoodley.
Other players in the segment include Parle and Godrej. Some of the other brands of fruit juices and drinks include Maaza, Minute Maid, Frooti, Appy, Slice, and Del Monte among others.