Coke offers ‘Colour’ for TN market now

‘Colour’ comprises 12 per cent grape juice and is carbonated to add fizz to it, T Krishnakumar, President, Coca-Cola India and South West Asia, said here. The fruit from Tamil Nadu, Andhra Pradesh and Karnataka was used in the drink targeted at customers in the age group of 20 to 29, he added.

The product was developed keeping in mind the local affinity and preferences, director (juices) of Hindustan Coca-Cola (India and South West Asia) Srideep Kesavan said.

“We named it Colour since the term has a strong emotional connect and nostalgia across generations in Tamil Nadu,” he said.

Currently, the company retails nine flavours under the ‘Minute Maid’ portfolio and ‘Colour’ would be sold at 1.40 lakh outlets in TN at a price of Rs 25 for 250 ml and Rs 40 for 600 ml. Krishnakumar pegged this market at around Rs 600 crore. Actress Keerthy Suresh is the brand ambassadress for ‘Colour’ in TN. He also said it would launch a new product in Andhra Pradesh that would be branded under a similar philosophy. Apart from focusing on its core products -carbonated drinks - it also concentrates on launching products preferred in regional markets and also on expanding the ‘fruit circular economy’ - launching fruit-based drinks made with domestically grown fruits.

He did not agree that the new brand ‘Colour’ under the broader Minute Maid brand would reduce the latter’s brand equity. Minute Maid brand is known as a fruit-based beverage brand.