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Asian Tribune is published by E-LANKA MEDIA(PVT)Ltd. Vol. 20 No. 82

Sri Lankans to taste natural orange pulp as a fruit juice drink

By Quintus Perera - ASian Tribune

Colombo, 10 December, ( Coca-Cola at a function held at Colombo Hilton launched “Minute Maid”, the world’s leading juice and juice drink brand in Sri Lanka. For the launch of this orange drink to the Sri Lankan market Coca-Cola Beverages Sri Lanka Ltd invested US $ 5 million. This orange juice drink offers an unmatched taste due to the presence of real ‘orange pulp.’ Malith Perera, the Sirasa Superstar 2006 Runner Up as Minute Maid Orange brand ambassador.Malith Perera, the Sirasa Superstar 2006 Runner Up as Minute Maid Orange brand ambassador.

Basil Godzios, Country Manager, Coca-Cola Beverages Sri Lanka Ltd speaking at the launch said that the launch of Minute Maid Orange created history for not only Coca-Cola Sri Lanka but the country as a whole as it introduced as the first juice drink with real fruit pulp.

He said that through the introduction of this brand they also were hoping to set new standards of quality and taste within the local juice beverage industry. Wherever they were present, innovation has been their hallmark, Godzios said.

Kapila Welmillage, Country Supply chain Manager, Coca-Cola Sri Lanka, said that Coca-Cola fulfilled the replenishment needs of the consumers on an everyday all day basis and as part of the same strategy they were now launching Minute Mail Orange.

The history of ‘Minute Made’ is that it was born in 1945 during the Second World War in response to a growing need for easy to prepare orange juice for the US Army. After the that Florida Foods Corporation who created the initial product of powered orange juice did not give up on their brainchild and named it “Minute Maid” and began marketing it for general consumption.

It reflected the convenience of preparation and later Minute Maid has become a global giant in the fruit drink industry and was bought over by the Coca-Cola Company in 1960. Since then it has been launched worldwide with the most recent launches being in China, Vietnam, India and now in Sri Lanka.

The Product launch would be phased out starting in Colombo, Negombo, Chilaw, Ratnapura Gampaha and across the coastal belt upto Galle. As part f the launch, a range of brand driven initiatives are being organized including sampling drives. The orange juice drink is introduced in 220 ml glass bottles priced at Rs 30.

As part of the launch strategy, Coca-Cola Beverages Sri Lanka has also signed up rising star Malith Perera as brand ambassador for Minute Maid Orange.

- Asian Tribune -

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