Coca-Cola launches Sprite Ice

New Delhi: Coca-Cola has launched its Sprite Ice, a new product innovation, which combines the taste of lemon and lime. "The roll out is aimed to expand both our current brand portfolio and also to provide a greater level of choice to consumers," says Vikas Gupta, vice president, marketing, Coca-Cola India.

The company expects the launch of the new soft drink to enhance its market share of Coca-Cola products as Sprite regular has emerged the fastest growing CSD sales product in the country.

According to Vipul Saurabh, senior vice president, operations, "This year, we have already rolled out new initiatives on both the product and packaging innovations in our key categories like the carbonated soft drinks, juices, tea and coffee and will continue to provide more refreshing options in the next two months."

The company has drawn an aggressive consumer activation campaign to market Sprite Ice in the country. The 360 degree marketing plan involves includes airing of TV commercials on leading channels to push sales through a million-strong retail network across the country.