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Coke enters immunity-boosting beverages category
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SME Times News Bureau | 04 Aug, 2020
Beverage major Coca-Cola India on Tuesday unveiled two new brands to
mark its entry into the nascent immunity-boosting beverages category in
India.
Accordingly, the company under its master brand Minute
Maid, introduced two new products which claim to deliver some of the
daily essential nutrition requirements, extracted from fruits grown by
Indian farmers.
Apart from allowing the company's entry into
immunity-boosting category, the new products - Minute Maid Nutriforce
and Minute Maid Vita Punch - are also in line with its efforts to
advance beverage localisation.
"Our long-term strategy entails
offering more and more fruit-based beverages in line with consumer
preferences," said T. Krishnakumar, President, Coca-Cola India and
Southwest Asia.
"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."
Furthermore,
the company said that expansion of the Minute Maid brand 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.
At present, Coca-Cola India has committed an investment of $1.7
billion towards creating a ‘Fruit Circular Economy' to aid the Indian
agri-ecosystem till 2023.
Besides the strategy to deal with the
pandemic, the company has also committed an initial support of over Rs
100 crore for helping the healthcare system and communities to combat
COVID-19 and contain its spread.
At present, the company offers a
range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta,
Limca and Sprite, among others.
In addition, the Coca-Cola India
system provides direct employment to 25,000 people and indirect
employment to more than 150,000 people.
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