Aug 6, 2020
Coca-Cola India, to aid the Indian agricultural ecosystem, has planned to invest US$1.7 billion for creating a Fruit Circular Economy till the year 2023.
According to the company’s statement, under the master brand of Minute Maid, Coca-Cola India has introduced two new products providing some of the major daily essential nutrition requirements manufactured with fruits typically grown by farmers of India. Minute Maid Nutriforce and Minute Maid Vita Punch are the new variants offering much needed benefits of mental agility and immunity.
The main purpose of new introduction of the Minute Maid brands also underlines Coca-Cola India’s aim on the ‘Fruit Circular Economy’ enterprise, which will enable farmers to increase their produce by cultivating fruits to launch fruit-based beverages. Coca-Cola India has also planned to invest US$1.7 billion for creating a ‘Fruit Circular Economy’ to aid the Indian agricultural ecosystem till the year 2023.
Highlighting about the newly launched products, T. Krishnakumar – President, Coca-Cola India and Southwest Asia, said, “Coca-Cola remains grounded in its purpose to craft meaningful brands and offer its consumers a choice of drinks that refresh in body and spirit. Our long-term strategy entails offering more and more fruit-based beverages in line with consumer preferences. 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.”
According to Coca-Cola India, Minute Maid Vita Punch is a range of delicious fruit cocktails crafted from Indian fruit recipes that provide 100 percent of ones’ daily requirement of Vitamin C to support immunity. Like others, this initiative marks Coca-Cola India’s entry into the nascent category of immunity-boosting beverages. Minute Maid Nutriforce has been especially designed for Indian mothers who are always seeking nutritious choices for their growing children. Minute Maid Nutriforce blends the great taste of Kashmiri apple juice with iron, zinc and other essential vitamins that supports cognition and mental sharpness and helps children learn faster, being the most important need in these changing and critical hours.
Communicating on the changing behaviour and requirements of consumers and their adoption on Coca-Cola’s product development, Vijay Parasuraman – Vice President – Marketing, Coca-Cola India and Southwest Asia, said, “With the changing times, consumers are now opting for beverage options with health benefits – as their approach towards health and wellness is also transforming drastically. The new beverages were developed keeping in mind consumers’ requirements as they also adapt to the ‘new normal’. Made with fruits grown by Indian farmers, the latest additions to our delightful nutrition portfolio under Minute Maid Masterbrand are focused on solving real problems of our consumers in these times.”