Coca-Cola India launches Maaza variant

Coca-Cola India has launched a variant of Maaza – Maaza Gold – as it expects the mango fruit drink to become a US$ 1 billion brand by 2023. “With the launch of Maaza Gold, the company is expanding its product portfolio in line with consumers’ taste. The company, at the same time, is also accelerating Maaza’s journey towards becoming a homegrown billion dollar brand by 2023,” said Srideep Kesavan, director, marketing – juices, Coca-Cola India and South West Asia.

The Coca-Cola Company said, it along with its bottling partners in India, procures approximately one lakh metric tonne of mango pulp annually.

“In 2023, if Maaza becomes the first US$ 1 billion juice drink brand from India, the Coca-Cola system in India will be able to procure two lakh metric tonne of mango pulp annually, worth nearly INR 1,100 crore, thereby helping 100,000 farmers,” it added.

The new variant offers thicker and smoother mango drink. In 1993, Coca-Cola India acquired Maaza along with brands such as Thums Up and Limca from Parle Bisleri.

Last month, Coca-Cola India said it expects Thums Up to be a US$ 1 billion brand in the next two years. It also introduced a new variant ‘Thums Up Charged’, the first ever variant to the 40-year-old carbonated drink brand.