Minute Maid Colour is a juice-based sparkling beverage. It is made with black grape juice. The product, Coco-Cola claims, is the outcome of an extensive research on specific palate of Tamils who have a propensity for grape-flavoured beverages.
The beverage is priced at ₹25 for 250 ml and comes in PET bottles.
Hyper local product
According to T. Krishnakumar, president of Coco-Cola India and South West Asia, Minute Maid Colour is the first big product offering as part of the already laid out vision to develop the Indian business of the company around four pillars — core product, hyper local product, economy impacting product and brands that could be taken global. Minute Maid Colour, he said, was the consequence of Coco-Cola’s conscious decision to “follow a hyper-local strategy and introduce localised beverages that suit the consumer preferences specific to a region.”
The launch of Minute Maid Colour, he asserted, was step in the “transformational journey towards becoming a beverage company with local roots.”
He also hinted at Coca-Cola launching more products in the coming months to appeal to the taste buds of people in other regions of the country. Reiterating that ‘consumer is the king’, he said that ‘Coco-Cola would strive to offer a variety of choice to suit his/her palate.’
Under the Minute Maid brand, Coca-Cola has pulpy orange, nimbu fresh, guava, mango, mixed fruit, pulpy mosambi, litchi and anar juices, among others.