As part of its increasing focus on non-sparkling drinks, cola major Coca-Cola has launched an orange variant of its pulpy juice Minute Maid.
The company is sourcing oranges from Maharashtra and Madhya Pradesh and the product is made at the joint venture it has with Jain Irrigation in Thane district. The JV is also popularising five varieties of Brazilian oranges among farmers.
The new variant will have 10 per cent orange juice and 5 per cent pulp. Already the company offers orange flavoured Fanta with similar content and also a mosambi variant of Minute Maid.
The new launch is in tune with its journey to create a virtuous fruit circular economy by using a variety of fruits in its beverages. Chief minister of Maharashtra Devendra Fadnavis launched the brand.
The company is already working with 4 lakh farmers and training many of them on innovative and effective ways of practising horticulture.
Coca-Cola had recently announced a contribution of over $ 1.7 billion in the fruit circular economy over the next 5 years and around $ 900 million will be towards procuring processed fruit pulp and fruit concentrates.