Coca-Cola Launches Soft Drink Concentrate ‘Sunfill’ In Pune

Font Size

Print

Feedback

Email

Discuss

Pune, March 20: : While it is carrying on pitched battles in the aerated soft-drinks market, cola giant Coca-Cola India is treading an all new turf -- the powdered soft drink concentrate market.

Rasna will have to ready its battle gears as Coca-Cola’s Sunfill emerges over the horizon.

This orange flavoured drink mix is ready to use and comes in sachets priced at just Rs 2. Formulated in India for the Indian markets.

Coca-Cola regional operations vice president Syed Safawi said that Sunfill was the first powdered soft drink concentrate in Coca-Cola’s soft-drink portfolio and was aimed at the household segment and at smaller cities and towns.

Aerated drinks have not yet penetrated in these markets because of the affordability factor. There is a Rs 200 million market for this kind of an beverage and we hope to pick leadership position in this market, Mr Safawi said.

The total Indian powdered soft drink concentrate market is estimated to be around Rs 80 to Rs 90 crore with Rasna enjoying 85 the market share.

"We hope to grow this segment and are confident of doubling it in a year’s time,’ Mr Safawi said. It will be available in 25 grams priced at Rs two and 200 grams pack priced at Rs 15.

New flavours are under development and the lemon and mango could be next on the shelves.

The product was launched in Pune on Wednesday. The product will be rolled out in the rest of Maharashtra and other states in the western region in the following weeks.

Sunfill was test launched in Andhra Pradesh and Tamil Nadu three months ago.

The Sunfill marketing campaign will be launched soon and will include media advertising with a new television commercials and ground level signage.

For the TVC targeting housewives and children major focus will be doordarshan. McCann-Erickson is handling this campaign.

Sunfill will be packed by copackers with whom the company has already tied up.

The concentrate powder will be supplied from the Coca Cola’s Pune plant.

Five Sunfill plants are coming in the country in Bhopal, Delhi, Kolkata, Andhra Pradesh and Tamil Nadu.