Coca-Cola Extends its Market Leadership in the Indian Juice Drink Market, Launches "Minute Maid Nimbu Fresh"

The latest innovation by Coca-Cola in India is targeted at consumers across all age groups who are on the lookout for a naturally refreshing juice drink.

22 Jan 2010 --- Riding on the success of Minute Maid Pulpy Orange, Coca-Cola in India announced the launch of its latest product innovation under the Minute Maid brand umbrella. The new Minute Maid Nimbu Fresh is a truly refreshing lemon juice-based drink with no added preservative or added color. The latest offering is a lemon juice-based drink from the Coca-Cola Company's (TCCC) stable developed especially for consumers in India. Minute Maid Nimbu Fresh is made out of great quality fresh lemon juice concentrate, providing consumers with a great refreshing experience - just like natural, home-made ‘nimbu pani'. The innovative consumer proposition of Minute Maid Nimbu Fresh especially formulated to offer a refreshing experience is best explained by the brand's tagline – ‘Bilkul Ghar Jaisa' (just like home).

Minute Maid Nimbu Fresh is being made available in two pack sizes - on-the-go 400 ml PET and 1 liter PET all affordably priced at Rs 15 and Rs 40 respectively. The latest innovation by Coca-Cola in India is targeted at consumers across all age groups who are on the lookout for a naturally refreshing juice drink. Minute Maid Nimbu Fresh is being launched in a phased manner and will be initially made available to consumers through selective channels and outlets in the state of Tamil Nadu, followed by a nation-wide launch later this year.

According to T. Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt. Ltd, "Innovation has always been the hallmark of Coca-Cola's business strategy in India. The launch of Minute Maid Nimbu Fresh is the latest example. Part of a phased launch, the latest product innovation would be first made available to consumers across the state of Tamil Nadu. As part of the same process, over the next two months, Minute Maid Nimbu Fresh would be retailed across 35,000 outlets in the state followed by a nation-wide launch later this year."

Coca-Cola in India currently enjoys market leadership in the juice drink segment with brand Maaza (no.1 mango juice drink in the country) and Minute Maid Pulpy Orange (no.1 orange juice drink in the country). With the launch of Minute Maid Nimbu Fresh, Coca-Cola in India is all set to further extend its leadership in this fast growing segment.

Speaking at the event, Ricardo Fort, Vice President, Marketing, Coca-Cola India said, "We at Coca-Cola India are constantly trying to find new ways to delight and refresh our consumers. It gives me immense pleasure to announce the launch of Minute Maid Nimbu Fresh, a refreshing lemon juice-based drink developed especially for Indian consumers. The roll out of the latest innovation has been designed to further extend the company's market leadership in the juice drink segment."

Connecting With Consumers

Coca-Cola in India has drawn up an aggressive consumer activation campaign to market Minute Maid Nimbu Fresh in the selected channels and outlets in Tamil Nadu. The 360 degree marketing communication plan involves organizing road shows including extensive experiential sampling sessions, presence in engaging touch points etc. Complementing the on ground initiatives, TV commercial bringing out the "Bilkul Ghar Jaisa" (just like home) proposition of Minute Maid Nimbu Fresh would be aired on all leading channels in Tamil Nadu. The entire brand campaign has been developed and executed by Leo Burnett.

The Minute Maid Experience

The history of Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation launched the brand Minute Maid. The Coca-Cola Company subsequently acquired the Minute Maid brand in 1960. Over the years, through continuous innovations and unmatched consumer experience provided in over 60 countries, Minute Maid is now one of the world's leading juice and juice drink brands.