Coca-Cola Central East and West Africa has launched Minute Maid Pulpy Orange to propel its juice business in the country and diversify its current beverage portfolio.
Speaking at the launch in Nairobi, Coca-Cola marketing manager-Kenya, Lucy Oduor said that the new minute maid Pulpy Orange contains real fruit juice and pulp and no added preservatives.
She added that the objective of the launch is to develop a diversified portfolio that builds Coca-Cola’s credentials as a total beverage company
“Coca-Cola is really excited about the fast growth and opportunities in Kenya’s beverage market. This launch builds on the success of the Minute Maid brand and targets Kenya’s fast-growing juice category,” said Lucy
At the same time, the beverage firm announced investment of $30 million (Sh3 billion) in a
for the production of its new range of Minute Maid products.
This technology uses heat to sterilize the product and the packaging before packing, ensuring high hygiene standards
“We are dedicated to providing our Kenyan customers with a diversified portfolio of high-quality drinks, and we will continue to invest in the full spectrum of the beverage business, including the production, distribution, marketing and innovation of new brands,” added Lucy
Minute Maid Pulpy Orange and the full range of fruit drinks come in a new attractive shape that is easy to handle and will make the Minute Maid range the favorite for consumers who want to be refreshed while on the go. The product is available in the market and outlets across the country.
Coca-Cola will support the launch of Minute Maid Pulpy in Kenya with a nationwide marketing campaign which will feature a new TV commercial, radio a digital marketing program consumer sampling activities.