While refusing to divulge details, Mr Abhay Manglik, country director, Tropicana Beverages Company, told The Financial Express: ``We are currently studying the whole gamut of fruit-based beverages and plan to expand our product portfolio within the non-aerated fruit-based beverages.'' However, according to company sources, Twister is scheduled for a formal launch in August-September. The company is currently examining the packaging, flavours and price aspects of the brand to suit the Indian market. The brand is globally available in more than 10 flavours in variouspackaging options.

In India, the brand is likely to be packaged in 200-ml cartons and priced much below than its Tropicana juices but a little higher than fruit drink brands such as Frooti or Maaza which are currently priced at Rs 10.

Technically, Twister is not a 100 per cent juice brand like its ally Tropicana, which was the first international juice brand in the 100 per cent category to be launched in India. Hence, Twister, which is believed to have more than 15 per cent juice content, will be used as an entry point for consumers to graduate to the 100 per cent juice category.

Price-wise, while the 100 per cent juices are at the top end, fruit drinks are a value-for money proposition and naturally, account for large volumes.

The number one packaged fruit juice brand in the world, Tropicana has a number of other juices, nectars and juice drink brands such as Dole, Fruvita, Looza, Juice Bowl, Hitchcock and Copella Juices in its global kitty.

Globally, Coke and its arch-rival PepsiCo are battling for control of the non-carbonated drinks sector, which is growing much faster than the companies' core soft drinks market. In India, specifically, Coca Cola India has already announced its new positioning to be the leader in non-carbonated beverages. Towards that effect, the company has already started pushing its fruit drink brand Maaza by relaunching it in cartons and announcing to launch more flavours.

The organised natural juice market is currently at a nascent stage-though it is growing at 35 per cent per annum-with high price being one of the major obstacles to its growth. While Tropicana is priced at Rs 62 for a 1 litre pack, Real is priced at Rs 65.

The market was, till last year, dominated by Enkay Texofoods' Onjus brand which has gone through rough weather lately. The other major player is Dabur Foods' Real brand which is currently the market leader with a 55 per cent marketshare. However, Tropicana, claims it is neck-in-neck with Real and has a marketshare of over 50 per cent covering over 17 cities.

Tropicana zeroes in on three companies for local sourcing
Tropicana Beverages Company has shortlisted three fruit processing companies in Bangalore, Punjab and Orissa for sourcing raw processed fruit for its 100 per cent juices, Mr Abhay Manglik, country director, Tropicana Beverages Company, told The Financial Express. This is significant since the company is, at present, importing the processed raw material for its products after paying an import duty of about 38 per cent. ``We're looking closely at identifying and sourcing locally,'' Mr Manglik said.

He added that it takes minimum three to four years to build up an assured processed food supply chain for any beverage company.

Mr Manglik said that it would launch two new flavours- tomato and mixed fruit cocktail-by June this year as part of its product expansion plans.