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 PepsiCo
India has launched 'Tropicana Twister' - its international fruit
drink brand - in India. The fruit drink is targeted at young
adults who are on the lookout for natural refreshment on the go.
Tropicana Twister is being launched in a phased manner, starting
first with the southern states of Tamil Nadu, Andhra Pradesh and
Karnataka.
With this new offering, PepsiCo intends to
replicate the product's international success in India now.
Speaking at the launch in Chennai, Sucheta Govil-
VP- Innovation, PepsiCo India, said, "The juice and juice drinks
category is Rs 1,200 crore in India and is the second fastest
growing liquid refreshment beverages (LRB) category. With
Tropicana Twister we aim to bridge the gap between health and
refreshment as on the basis of our research it is an untapped
opportunity in the country. Tropicana, the world's No. 1 juice
brand and our flagship juice brand in India, has gained
considerable presence in the country and has strengthened its
equity over the years. With this new launch in our brand
portfolio, we hope to extend our leadership."
The south continues to be a major market for the juice
sector, she said, adding that this offering is best explained by
the brand's tagline - 'Fruit Ka Fresh Hit'. It will be
available in two PET pack sizes - 350 ml PET at Rs 22, and 1.2 L
PET at Rs 70. Tropicana Twister launch will be supported by a
mix of consumer outreach programmes across urban markets.
This is the first product of the company in the juice drinks
category. At least two more products in the same category would
be launched shortly, she added. R Rangaraj
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