Made with real black grape juice, ‘Minute Maid Colour’ appeals to the inherent taste buds of Tamil Nadu

25th January 2019, Tamil Nadu: To appeal to the local palate of consumers in Tamil Nadu, Coca-Cola India, one of the country’s leading beverage companies has added ‘Colour’ to its portfolio of Minute Maid juices. Minute Maid Colour a juice-based sparkling beverage, made with real black grape juice from India and combines the goodness of real fruit juice and the fun element of sparkling.

The product has been specially designed for consumers in Tamil Nadu who have a liking for grape flavored beverages. The new beverage is in line with Coca-Cola’s focus on developing products in India for the local market that are more suited to palates of a particular region, especially in terms of flavors.

Speaking at the launch, Mr. T. Krishnakumar, President, Coca-Cola India and South West Asia said, “At Coca-Cola India, we are actively focusing on our strategy to offer consumers a wide variety of choices as per their preferences. In-line with this, we follow a hyper-local strategy and introduce localized beverages that suit the consumer preferences specific to a region. The launch of Minute Maid Colour is a step in the company’s transformational journey towards becoming a total beverage company with local roots”.

Minute Maid Colour also adds another milestone to the company’s focus on ‘fruit circular economy' enabling farmers to increase their yield, source pulp and launch fruit-based products.

 “Consumers in Tamil Nadu have a special love for grape flavored beverages. Minute Maid Colour is a deliciously rich grape juice drink with a few bubbles thrown in for fun. The product was developed keeping in mind local affinity and preferences. We named it ‘Colour’ since the term has a strong emotional connect & nostalgia across generations.” says Mr. Srideep Kesavan, Director-Juices, Coca-Cola India & South West Asia.

The brand will soon roll out a new advertising campaign featuring Tamil movie star Keerthy Suresh. There will also be a range of on-ground activations, digital and social media engagements for the brand.

Priced at INR 25/- for 250 ml, the beverage comes in a convenient PET bottle. Minute Maid Colour will be available across Tamil Nadu.

About Coca-Cola India 
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Aquarius, Schweppes, SmartWater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages. 

The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint.

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