In an aim to increase focus on non-sparkling drinks, cola major Coca-Cola launched an orange variant of its pulpy juice Minute Maid. Coca-Cola Global President and Chief Executive James Quincey said, the company is sourcing oranges from Maharashtra and Madhya Pradesh and the product is made at the joint venture it has with Jain Irrigation in Thane district. The joint venture is also popularize five varieties of Brazilian oranges among farmers.
He also said the new variant will have 10 per cent orange juice and 5 per cent pulp. Already the company offers orange flavoured Fanta with similar content and also a mosambi variant of Minute Maid. The new launch is in tune with its journey to create a virtuous fruit circular economy by using a variety of fruits in its beverages, Quincey said. Chief Minister Devendra Fadnavis also graced the brand launch event.
The company said it’s already working with 4 lakh farmers and training many of them on innovative and effective ways of practising horticulture. Coca-Cola had recently announced a contribution of over USD 1.7 billion in the fruit circular economy over the next 5 years and around USD 900 million of this will be towards procuring processed fruit pulp and fruit concentrates.