Coca-Cola has added Colour, a juice-based sparkling beverage made with real black grape juice from India, to its Minute Maid portfolio in Tamil Nadu. It will appeal to the palates of consumers across the southern state, who have a liking for grape-flavoured beverages.
The new beverage is in line with the cola major’s focus on developing products in India for the local market that are more suited to the palates of a particular region, especially in terms of flavours.
Speaking at the launch, T Krishnakumar, president, Coca-Cola India and South-West Asia, said, “At Coca-Cola India, we are actively focussing on our strategy to offer consumers a wide variety of choices as per their preferences.”
“In line with this, we follow a hyper-local strategy and introduce localised beverages that suit the consumer preferences specific to a region. The launch of Minute Maid Colour is a step in the company’s transformational journey towards becoming a total beverage company with local roots,” he added.
Minute Maid Colour has added another milestone to the company’s focus on the fruit circular economy, enabling farmers to increase their yield, source pulp and launch fruit-based products.
“Consumers in Tamil Nadu have a special love for grape-flavoured beverages. Minute Maid Colour is a deliciously rich grape juice drink with a few bubbles thrown in for fun,” stated Srideep Kesavan, director, juices,Coca-Cola India and South-West Asia.
The beverage will be available in a 250ml PET bottle priced at Rs 25.
The product was developed keeping in mind local affinity and preferences. It was named Colour, since the term has a strong emotional connect and nostalgia across generations.
The brand will soon roll out a new advertising campaign featuring Tamil film actor Keerthy Suresh. There will also be a range of on-ground activations, digital and social media engagements for the brand.
