New Delhi: Beverage maker Coca Cola India Pvt Ltd on has launched a lemon juice-based drink under its Minute Maid brand to compete with rival PepsiCo India Holdings Pvt Ltd’s brand Nimbooz which was launched an year back. Part of a phased launch, ‘Minute Maid Nimbu Fresh’ will be initially made available to consumers through selective channels and outlets in the state of Tamil Nadu – to be rolled out nationally later this year.
“As part of the launch, 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,” T. Krishnakumar, chief executive officer, Hindustan Coca-Cola Beverages Pvt Ltd said in a statement.
In February 2009, PepsiCo has rolled out Nimbooz under 7UP brand which is being marketed as as good as original ‘Nimbu-pani’. Both the companies are expanding the portfolio of the non-carbonated beverages and playing up on the health plank. Similar to PepsiCo, even Coca Cola is using the tagline – ‘Bilkul Ghar Jaisa’ (just like home) to drive growth. The product is being bottled at the company’s plants located at Gangaikondan, Tamil Nadu, Chitoor and Andhra Pradesh.
Minute Maid Nimbu Fresh would be sold in two pack sizes-400 ml and one littre plastic bottles priced at Rs15 and Rs40 respectively. While, PepsiCo’s range includes three packaging formats of 200ml returnable glass bottles, 350ml plastic bottle and 200ml tetra pack priced at Rs10, Rs15 and Rs10 respectively. According to industry estimates, of the total packaged juice market of 90 million cases (one case is around 5.6 litres of beverage), juice-based drinks account for about 90% and lemon is the most popular flavour with a share of 49% of the total juice-based drink market.