Coca-Cola to step into the juice market

This summer, Coca-Cola will make its entry in the pure juice market currently dominated by rivals Dabur and PepsiCo

The world's biggest beverage maker, Coca-Cola, will step into the juice market - that is increasingly growing - by offering three variants of Minute Maid juices—orange, apple and grape. At present, the company sells two juice brands—the mango juice-based drink Maaza and Minute Maid, which are all fruit-based products but not pure juices.

Coca-Cola has created a separate division for fruit juices and plans to focus on its non-carbonated portfolio like all major companies since this a high-growth segment (growing at 20%). Health-based products and juices have been at the top of these companies' mind and they have launched new products and categories to capture a share of the pie.

Keeping this in mind, Coca-Cola India recently appointed Andriy Avramenko as its general manager of the juice business. Avramenko, who came from Coke's global juice centre (GJC) in Atlanta, will now head a team which will focus dedicatedly on advancing the company's pulp-based beverages.

Confirming the launch, Atul Singh, president & CEO, Coca-Cola India and South West Asia, reportedly said that the company foresees an enormous opportunity and expects tremendous growth in the packaged beverage market. The launch is aimed at establishing the company's juice footprint after introducing Minute Maid Nimbu Fresh and Pulpy Orange.