Launch further strengthens its diversified product portfolio and will provide more choice to consumers
- Minute Maid 100% juice follows the huge success of Minute Maid Pulpy Orange and Minute Maid Nimbu Fresh
- Minute Maid 100% juice has no added preservatives or added color
- Made from the choicest fruits, the product is available in Apple, Grape and Orange flavours
- Innovative consumer proposition of Minute Maid 100% juice is best explained by the brand’s tagline – ‘Life ka Ras’
- Launch to be supported by an intensive consumer activation program- to include both above and below the line initiatives involving extensive experiential sampling, road shows, TVC etc
After successfully delighting consumers with the refreshing taste of Minute Maid Pulpy Orange & Minute Maid Nimbu Fresh, Coca-Cola India today announced the launch of its Minute Maid 100% juice range in India. The launch further strengthens Coca-Cola India’s diverse product portfolio, comprising of home grown and globally available sparkling and still products. The launch will provide more choice to consumers. Minute Maid 100% juice was launched at the Food Forum India 2011 by Shri A. K. Sinha, Secretary, Ministry of Food Processing Industry, Government of India along with Mr. Atul Singh, President & CEO, Coca-Cola India and South West Asia and Chairman, Food Forum India 2011, Samir Kuckreja, MD and CEO, Nirula's and Damodar Mall, Group Customer Director, Future Group at the Food Forum India 2011.
The Minute Maid 100% juice is a refreshing beverage with no added preservatives or added colors. The latest offering is made available in three flavours- Apple, Grape and Orange developed at the Company’s Research & Development Laboratory in Gurgaon. The launch is supported by an aggressive consumer activation program including TVCs, Out-of-Home media, road shows and extensive experiential sampling sessions. The virtues of the product are best explained by the communication proposition of - Life Ka Ras – conceptualized and executed by Leo Burnett, New Delhi.
According to Atul Singh, President & CEO, Coca-Cola India and South west Asia, “There is enormous opportunity in the packaged beverage market and as a company our focus has been on offering choice and value to our consumers. In India, we have a very healthy suite of Made in India and Made for India products and we are growing across categories - Sparkling and Still. Having established our juice credentials with the successful launch of Minute Maid Pulpy Orange and Nimbu Fresh juice drinks along with Maaza, we are now launching the premium Minute Maid 100% juice range in three flavours. We expect and hope that our consumers will continue to prefer the Minute Maid range of juices and juice drinks."
Minute Maid 100% juice has been made available in two pack sizes- 200 ml and 1 litre tetrapak, all affordably priced at Rs 20 and Rs 85 respectively. The product will be available in all leading modern trade outlets across the country and in general retail outlets in Punjab.
Elaborating the Life Ka Ras campaign, K. V. Sridhar, National Creative Director, Leo Burnett, says, “When we started working on Minute Maid we were very clear that we didn’t want to focus on just the health or quality aspect of juice alone. The fact that Minute Maid makes great juice and juice drinks is a given. We wanted Minute Maid to occupy an emotional space as well. So we found a space in ‘Spontaneous enjoyment of life’. That’s how ‘Life Ka Ras’ was born. We believe everybody should juice all the moments that life has to offer and make it richer, happier and special. And Minute Maid gives you the ‘Ras’ from the most delicious and choicest fruits so that you can keep enjoying ‘Life Ka Ras’.”
The Minute Maid Experience…
More From This Section
The history of Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation launched the brand Minute Maid. The Coca-Cola Company subsequently acquired the Minute Maid brand in 1960. Over the years, through continuous innovations and unmatched consumer experience provided in over 60 countries, Minute Maid is now one of the world’s leading juice and juice drink brands.
About Coca-Cola India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com