labels: soft drinks, pepsi india, marketing - general
Pepsi India''s Twister comes without a twist news
Venkatachari Jagannathan
25 October 2007
Chennai: "An orange juice without a twist," was the cryptic comment of a reporter at the product''s launch press meet on sampling the orange drink Tropicana Twister from Pepsico India.

The brand''s global website describes Tropicana Twister as, "Tropicana Twister - Flavors Mother Nature Never Intended! Tropicana Twister is the delicious juice drink that comes in twisted flavor combinations like Tropical Fruit Fury and Strawberry Kiwi Cyclone."

In India Tropicana Twister is a single fruit drink.

Interestingly Dabur has a dual-flavoured drink called Real Twist that gives out the taste of two fruits. (See: Dabur Foods comes of age with a Real Twist)

With Tropicana Twister, Pepsico India has entered the growing fruit drinks segment. While Pepsico India has a good presence the fruit juice segment with its Tropicana brand, it was absent in the fruit drink segment.

The company has launched Tropicana Twister in two pack sizes 350 ml PET bottle at Rs22 and 1200 ml PET at Rs70.

So what is the difference between the fruit juice and fruit drink? Broadly the fruit beverages are divided into three categories- fruit juice, fruit nectar and fruit drink.
The differences lie in the percentage of the fruit pulp content in the beverage.

According to industry officials, fruit juices have a pulp content over 85 per cent, while nectar has between 20 and 85 per cent. Juice drinks have a pulp content below 20 per cent.

The market size of the three segments put together is around Rs1200 crore. However it is the juice drink segment that has been logging higher growth rate attracting bigger players.

Early this year Hindustan Coca Cola Beverages Private Limited the makers of Coca Cola launched its orange drink Minute Maid in 400 ml and one litre pet bottle priced Rs25 and Rs60 respectively. (See: Minute Maid crosses 2-million sales mark)

At that time Hindustan Coca Cola claimed innovation in price point of Rs25 (400 ml) the lowest entry point for an orange-based juice drink in India. And now arch rival Pepsico has lowered that level with a price point of Rs22 but for 350 ml.

However Sucheta Govil, executive director-Innovation, Pepsi Foods Private Limited, launching the product in Chennai said the launch is not in response to Minute Maid.

She said the product will be supported by a mix of consumer outreach programmes across the urban markets.

The drink if first launched in the three southern states-Tamil Nadu, Andhra Pradesh and Karnataka- in a phased manner.

According to her the company would launch at least two more juice varieties shortly.

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Pepsi India''s Twister comes without a twist