Riding on the success of Minute Maid Pulpy Orange, Coca-Cola in India today announced the launch of its latest product variant under the Minute Maid brand umbrella.
The new Minute Maid Nimbu Fresh is a lemon juice-based drink with no added preservative or added colour, developed for the Indian market.
The lemon-flavoured drink is made out of fresh lemon juice concentrate, emulating home-made 'nimbu pani', and casrries the tagline: 'Bilkul ghar jaisa' (just like home).
The product will be available in two pack sizes of 400 ml and 1 litre, priced at Rs15 and Rs40 respectively.
The new drink is targeted at consumers across all age groups who are on the look out 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 Tamil Nadu, followed by a nation-wide launch later this year.
T Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt. Ltd, says that over the next two months the drink would be retailed across 35,000 outlets in the state followed by a nation-wide launch later this year.
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. Minute Maid is now one of the world's leading juice and juice drink brands.