Coca-Cola launches Sprite Ice

Coca-Cola India (CCI) has launched 'Sprite Ice', a carbonated soft drink (CSD) that offers a taste of lemon and lime, in Hyderabad on Tuesday.

Speaking on the occasion, CCI senior vice-president (operations) Vipul Saurabh said that Sprite Ice was an internationally successful product and its launch was aimed at enhancing Coca Cola's market leadership in the country.

CCI vice-president (operations, south region) Manu Talwar said that with a network of 2 lakh retail outlets, the company has an 80 per cent share in the CSD market in Andhra Pradesh.

He said that Andhra Pradesh is a major market for CCI and the company had launched many initiatives here including extending its support for establishment of PET bottles recycling plants in all major towns and rain water harvesting projects like construction of check-dams in rural areas.

According to Vikas Gupta, vice-president (marketing), CCI is also planning to launch 'Maaza Gold', an orange juice that would be imported.

Sprite Regular has been the fastest growing CSD in the country and its volume of sales during the first six months of the current year is equivalent to the total volume of sales registered during the entire year of 2003.

He said that CCI had drawn up a major consumer activation campaign to market Sprite Ice in the country. The marketing plan includes airing of television commercials on leading channels and organising roadshows.