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Business EconomyPosted at: Aug 4 2020 5:02PM


Coca-Cola invests in Essence of India – Celebrates its Farmers

Kolkata, Aug 4 (UNI) Reiterating its commitment as a ‘Total Beverage Company with
strong local roots’, Coca-Cola India continues to invest in the essence of India by
advancing beverage localization, celebrating farmers and catering to the evolving
needs of the Indian consumers.
Today, the company under its master brand Minute Maid, introduced two new
products delivering some of the daily essential nutrition requirements, made with
fruits grown by Indian farmers.
Minute Maid Nutriforce and Minute Maid Vita Punch offer much needed benefits
of, mental agility and immunity, demonstrating commitment to expand the company’s
portfolio of delightful nutrition for everyday occasions.
Expansion of brand Minute Maid 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.
Coca-Cola India has also committed an investment of $1.7 billion towards creating
a Fruit Circular Economy to aid the Indian Agri-ecosystem till 2023.
Speaking at the launch, 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.
This also marks another step towards our commitment to the nation and its farmers.”
Minute Maid Vita Punch is a range of delicious fruit cocktails crafted from Indian fruit
recipes that provide 100% of ones’ daily requirement of Vitamin C to support immunity.
This also marks Coca-Cola India’s entry into the nascent category of immunity-boosting
beverages.
Minute Maid Nutriforce is designed especially for Indian mothers, who are seek
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 acuity and helps children learn faster, which is an important need
in these times.
Vijay Parasuraman – Vice-President - Marketing, Coca-Cola India and Southwest Asia,
added, “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 on Indian soil 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.”
For the last two years, Coca-Cola’s portfolio of beverage offerings has expanded in a
segmented manner. The company has focused on listening acutely to the consumers and
offering beverages to match their evolving preferences by going hyperlocal. Coca-Cola
India has also optimized manufacturing and distribution networks to find the best ways
to regionalize its business and create more opportunities for its local bottling partners.
UNI SJC BM
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