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Pepsi plans to capture bigger ‘slice’ of fruit juice market

02-May-2002
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Pepsi plans to capture bigger ‘slice’ of fruit juice market

Pepsi India is putting together a ‘cocktail’ to take a bigger ‘slice’ of the fruit juice market. Close on the heels of the launch of its global lemon drink Twist in an Indian avatar as Pepsi Aha, Pepsi, once again, is all set to roll out another global product—in a localised version.

Come June 2002, and Pepsi will roll out the blends of its international fruit drink Twister in the country, albeit, with a difference. In India, Twister blends will be launched as mixed fruit cocktails under Pepsi’s existing juice brand Slice. The products will be launched on an ‘experimental basis’ for three to four months beginning June 2002.

Globally, the proposed Slice fruit blends exist under Twister brand and are available in over 10 flavours and in various packaging options. However, in India, while the blends will be decided as per local tastes and as per the availability of fruit pulp, packaging will be restricted to cartons only. Among the four to five flavours planned, strawberry-peach and kiwi-guava are some of them.

According to company sources the new product could be priced a little higher than Slice since Twister—originally—is believed to have more than 15 per cent juice content. Slice, on the other hand, is a 15 per cent juice drink positioned at the mass-end, against the 100 per cent fruit juice Tropicana, which is at the top-end.

Pepsi’s decision to launch Twister flavours as Slice variants rather than the original brand itself follows the company’s decision to make Slice the mother juice brand in India. The company had at one time contemplated bringing Twister in its original self to India but the plan was later shelved.

A Rs 200-crore brand, Slice was originally launched as a mango drink in returnable glass bottles. Last year, in fact, Pepsi launched a new advertising campaign to rejuvenate the brand’s mango positioning. And early this year, it was launched in cartons and more recently—three new flavours—orange, leechi and guava—were added to the brand.

Source: Financial Express

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