Coca-Cola India has launched a new juice-based beverage which it says combines the goodness of real fruit juice and the fun element of sparkling.
Called Minute Maid Colour, the sparkling drink is made with grape juice and created to appeal to consumers in the Indian state of Tamil Nadu, where it has now gone on sale.
Coca-Cola said the introduction forms part of its strategy of developing products in India for the local market that are more suited to palates of a particular region, especially in terms of flavours.
A new Minute Maid Colour advertising campaign will soon roll out, featuring Tamil movie star Keerthy Suresh. There will also be a range of on-ground activations alongside a digital and social media push.
Coca-Cola India and South West Asia president T Krishnakumar said: “At Coca-Cola India, we are actively focusing on our strategy to offer consumers a wide variety of choices as per their preferences. In line with this, we follow a hyper-local strategy and introduce localised beverages that suit the consumer preferences specific to a region.
“The launch of Minute Maid Colour is a step in the company’s transformational journey towards becoming a total beverage company with local roots.”
Srideep Kesavan, director of juice at Coca-Cola India and South West Asia, added: “Consumers in Tamil Nadu have a special love for grape flavoured beverages. Minute Maid Colour is a deliciously rich grape juice drink with a few bubbles thrown in for fun.
“The product was developed keeping in mind local affinity and preferences. We named it ‘Colour’ since the term has a strong emotional connect and nostalgia across generations.”
Minute Maid Colour is available in 250ml PET bottles, priced at INR 25 ($0.35).
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