Over three years after PM Modi first urged cola companies to blend aerated drinks with 5% juice from fruits produced by farmers, Coca-Cola is set to introduce its core aerated soft drink brands Sprite, Limca and Fanta with fruit juice this summer.
An official directly aware of the developments said Coca-Cola’s global leadership team including Asia Pacific group president John Murphy, who was in Kolkata last weekend, reviewed the upcoming launches for India — the beverage giant’s sixth biggest market globally.
“The products have already been developed. Fruit juices are being added across Coca-Cola’s non-cola aerated drinks portfolio; these will be irrespective of tax incentives by the government for fruit-based aerated drinks”, the official said. He added that besides broad basing its beverage portfolio, the company is hopeful that addition of fruit juice could bring back consumers who have turned away from sugary aerated drinks.
A Coca-Cola spokesperson also said that the company’s existing products will be available alongside the fruit based drinks.