Coke takes cue from Narendra Modi’s suggestion; may launch fizzy fruit drink by next summer - The Economic Times on Mobile
NEW DELHI: Less than two months after Prime Minister Narendra Modi urged cola companies to add fruit juice in their fizzy drinks, Coca-Cola has already started working on such a beverage that it plans to launch by the next summer season, two people aware of the development told ET.
The new drink, under wraps still, is being developed entirely in the country, they said. "A series of variants are being researched on a priority basis. The firm is clear it wants to bring in fruit-based drinks hopefully before next season kicks in," one of them said.
A Coca-Cola spokesperson declined to comment.
The Prime Minister had urged Coca-Cola and PepsiCo to blend their aerated beverages with fruit juice sourced from local farmers on September 24 while inaugurating Future Group-managed India Food Park in Tumkur, Karnataka.
"We drink Pepsi, Coca-Cola...and I do not know how many similar beverages are available in the market. The trade runs into billions of rupees. I have asked the companies if they can blend 5% natural fruit juice in the beverages they make. I am not asking for much, if 5% of juice from fruits produced by our farmers is added, the farmer will not be forced to search for a market to sell. A single decision can ensure billions of rupees of trade," Modi had said.
Coca-Cola began work on the new beverage soon after the PM's speech, said one of the persons quoted earlier. It is not yet clear whether the upcoming beverage will be a new brand or an extension of Coca-Cola's existing flavoured aerated drinks brands such as Fanta.
It will be the US beverages giant's first fruit juice-based fizzy drink in India.
In the US and some European markets, Coca-Cola sells a caffeine-free, citrus-based, calorie-free aerated soft drink called Fresca in flavours such as black cherry and peach. It also sells Glaceau Fruitwater, a fruit-flavoured, zero-calorie sparkling water in the US - but that doesn't contain fruit juice.
While the PM had urged cola majors to add fruit juice to their drinks, an official said changing formulations of existing brands is not possible, hence Coca-Cola is working locally on a new beverage.
Indian Beverage Association, a body representing firms like Coca-Cola and PepsiCo, had said in response to the PM's advice: "The industry is constantly innovating to offer new products. Innovation and use of new farm-based ingredients will benefit a large number of farmers."
NEW DELHI: Less than two months after Prime Minister Narendra Modi urged cola companies to add fruit juice in their fizzy drinks, Coca-Cola has already started working on such a beverage that it plans to launch by the next summer season, two people aware of the development told ET.
The new drink, under wraps still, is being developed entirely in the country, they said. "A series of variants are being researched on a priority basis. The firm is clear it wants to bring in fruit-based drinks hopefully before next season kicks in," one of them said.
A Coca-Cola spokesperson declined to comment.
The Prime Minister had urged Coca-Cola and PepsiCo to blend their aerated beverages with fruit juice sourced from local farmers on September 24 while inaugurating Future Group-managed India Food Park in Tumkur, Karnataka.
"We drink Pepsi, Coca-Cola...and I do not know how many similar beverages are available in the market. The trade runs into billions of rupees. I have asked the companies if they can blend 5% natural fruit juice in the beverages they make. I am not asking for much, if 5% of juice from fruits produced by our farmers is added, the farmer will not be forced to search for a market to sell. A single decision can ensure billions of rupees of trade," Modi had said.
Coca-Cola began work on the new beverage soon after the PM's speech, said one of the persons quoted earlier. It is not yet clear whether the upcoming beverage will be a new brand or an extension of Coca-Cola's existing flavoured aerated drinks brands such as Fanta.
It will be the US beverages giant's first fruit juice-based fizzy drink in India.
In the US and some European markets, Coca-Cola sells a caffeine-free, citrus-based, calorie-free aerated soft drink called Fresca in flavours such as black cherry and peach. It also sells Glaceau Fruitwater, a fruit-flavoured, zero-calorie sparkling water in the US - but that doesn't contain fruit juice.
While the PM had urged cola majors to add fruit juice to their drinks, an official said changing formulations of existing brands is not possible, hence Coca-Cola is working locally on a new beverage.
Indian Beverage Association, a body representing firms like Coca-Cola and PepsiCo, had said in response to the PM's advice: "The industry is constantly innovating to offer new products. Innovation and use of new farm-based ingredients will benefit a large number of farmers."
