Coca-Cola India today launched new Fanta, which according to the company is "tastier with improved flavour".
Claiming that the brand is the country's largest selling soft drink in its segment, Mr Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, said the company hopes to grow the brand much faster in the days to come.
According to Mr Kini, Fanta commands 70 per cent of the Rs 1,000-crore orange-flavoured soft drink market.
The new recipe is a result of four rounds of research and two-year efforts in developing the formulation, he said.
Commenting on the need for the "tastier and more fruit-flavoured" version of the drink, Mr Deepak Kaul, Vice-President (South), said, "Consumers in the South have a taste palate more inclined to strong fruit-based flavours. Utilising this key research insight, the new Fanta has been launched first in strategic markets of Tamil Nadu, Karnataka and Andhra Pradesh."
He said the launch will be supported with 360 degree advertising and marketing exercises.
"Below-the-line marketing exercises such as road shows and sampling will also be initiated across the Sates," he said.
Film actor and brand ambassador of Fanta, Trisha, was also present at the launch.