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Coca-Cola India goes vocal for local by launching localised beverages

Coca-Cola India has also planned to invest US$1.7 billion towards creating a Fruit Circular Economy to aid the Indian agricultural ecosystem till 2023

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Intensifying the localisation of beverages as per the needs of Indian consumers, Coca-Cola India under its master brand Minute Maid, introduced two new products delivering some of the daily essential nutrition requirements, made with fruits grown by Indian farmers. Minute Maid Nutriforce and Minute Maid Vita Punch offer much needed benefits of mental agility and immunity, demonstrating commitment to expand the company’s portfolio of delightful nutrition for everyday occasions, the company has said in a statement.

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 has also planned to invest US$1.7 billion towards creating a Fruit Circular Economy to aid the Indian agricultural ecosystem till 2023.
Highlighting about the newly launched products, T. Krishnakumar - President, Coca-Cola India and Southwest Asia, 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.”
According to Coca-Cola India, Minute Maid Vita Punch is a range of delicious fruit cocktails crafted from Indian fruit recipes that provide 100 percent of ones’ daily requirement of Vitamin C to support immunity. 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.
Speaking on the changing behaviour and requirements of consumers and their adoption on Coca-Cola’s product development, Vijay Parasuraman – Vice President - Marketing, Coca-Cola India and Southwest Asia, said, “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 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.”

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