Coca-Cola India has signed a Memorandum of Understanding with the Ministry of Food Processing Industry to invest and grow the agricultural ecosystem of the country.
Along with its bottling partners,
The investments will help catalyse the entire value chain for the virtuous fruit circular economy helping take the products from grove to glass.
With the Fruits of India initiative, region-specific juice variants and products are being created, which also helps showcase the diversity of fruits grown in India. The effort will culminate in flavours like Allahabadi Amrood, Dusseheri Mango from Uttar Pradesh, Kesar Mango from Gujarat, Santra and Mosambi from Maharashtra, and Litchi from Bihar making it to the shelves for consumers to savour under the Minute Maid brand.
Entering into a new beverage plus segment, Minute Maid will also launch frozen fruit desserts in India ahead of the summer season next year. Minute Maid Perfect Fruit is a sugar free, zero-fat, non-dairy indulgent frozen dessert that offers consumers of all ages a perfect choice to relish the fruit snack on-the-go. Made from real fruit and soon to be available in a range of flavours, it has a consistency of an ice-cream and is dispensed from a customised machine.
A national marketing campaign, ‘Ras Ras Mein India’ will take the story to every corner of the country, highlighting the background and origin stories of the popular Indian fruits.
Coca-Cola’s intervention across the supply chain could drive demand for fruits in four different ways. First, Minute Maid's juice offering will expand, with a number of flavours from fruits that are unique to India. Second, fruit juice is being added to select sparkling beverages. Third, new innovative products are being made using fruits grown by Indian farmers. And finally, there could be an increase in the $240 million of India's processed fruit to be exported to other
“Coca-Cola is on a transformational journey towards becoming a Total Beverages Company by enhancing its offerings to the world. Coca-Cola India’s relentless effort around the Virtuous Fruit Circular Economy, an initiative of using a variety of Indian fruits, is on its way to give better business results. Our linkages with the Indian agri-economy continue to grow strong and we continue to expand our product portfolio by utilising locally grown fruits to create new flavours under the ‘Fruits of India’ initiative,”
With the planned investments over the next five years, a strong demand for different products can be expected. An estimated 200,000 farmers could reap the benefits of the increased demand for the fruit-based products.