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January 19, 2019

Coca-Cola to invest Sh3 billion in new juice segment

Cases of Christmas branded Coca-Cola are shown for sale inside a Target retail department store in San Diego, California November 17, 2014. Photo/REUTERS
Cases of Christmas branded Coca-Cola are shown for sale inside a Target retail department store in San Diego, California November 17, 2014. Photo/REUTERS

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.

At the same time, the beverage firm announced investment of $30 million (Sh3 billion) in a Hotfill technology for the production of its new range of Minute Maid products.

At the launch in Nairobi, Coca-Cola marketing manager-Kenya, Lucy Oduor said the new Minute Maid Pulpy Orange contains real fruit juice and pulp and no added preservatives.

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 Oduor.

The new 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 Odour.

Coca-Cola will support the launch of Minute Maid Pulpy in Kenya with a nationwide marketing campaign.

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