One of the world’s most recognisable brands is providing Indian growers with another avenue to sell their fruit.
Coca-Cola is set to launch a new 'juice with fizz' drink in the Asian nation this week, with the beverage set to be made from 10.4 per cent juice concentrate, which will be procured from local farmers.
The move comes over a year after Indian Prime Minister Narendra Modi called on leading players in the soft drink sector to add juice inspired offerings to their portfolios, in a bid to boost fruit sales.
“The idea of this product is rooted in Prime Minister's vision for the food processing sector and the role that the beverage industry can play in minimising fruit wastage to benefit Indian farmers,' Coca-Cola said in a letter to the Food Processing Ministry.
The new drink will be launched at the Make in India Week event being held in Mumbai from 13-18 February.
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