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.
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
India Tropicana Twister is a single fruit drink.
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)
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.
company has launched Tropicana Twister in two pack sizes 350 ml PET bottle at
Rs22 and 1200 ml PET at Rs70.
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
The differences lie in the percentage of the fruit pulp content in
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.
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
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)
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.
Sucheta Govil, executive director-Innovation, Pepsi Foods Private Limited, launching
the product in Chennai said the launch is not in response to Minute Maid.
said the product will be supported by a mix of consumer outreach programmes across
the urban markets.
drink if first launched in the three southern states-Tamil Nadu, Andhra Pradesh
and Karnataka- in a phased manner.
to her the company would launch at least two more juice varieties shortly.