Coca-Cola to roll out Minute Maid nationally

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After being successful in the test run of Coca-Cola’s Minute Maid, the company is planning to launch nationally in a phased manner. Initially the product was launched in three southern states in March followed by markets of Punjab, Haryana and HP. Minute Maid is a leading juice and drink brand but mainly popular due to its orange juice. It was launched to India to offset the decline in soft-drink segment and to take on the rising sales of Pepsico’s Tropicana and Dabur’s Real juices. A 400ml drink is priced at Rs.25 which is the lowest entry point for any orange based juice drink in India. It is also aided by Coca-Cola’s mango drink, Mazaa which is the leader in juice drink segment. With growing volume of Indian packaged juice segment, Coca-Cola could get a sizeable chunk of the market owing to its wide distribution network.