Coke to launch fizzy drink with fruit juice to help Indian farmers

More than a year after Prime Minister Narendra Modi had asked the multinational cola giants to add fruit juices to their drinks, Coca-Cola is all set to launch a new 'juice with fizz' drink. The move is intends to help Indian farmers increase sales of fruits.

The juice with fizz product formulation by Coca-Cola India will be launched at the Make in India Week, during February 13th to 18th in Mumbai.

"The idea of this product is rooted in Prime Minister's vision for the food processing sector and the role that the beverage industry can play in minimising fruit wastage to benefit Indian farmers," said the company in a letter sent to the Food Processing Ministry.

In September 2014, Modi had asked multinational cola giants PepsiCo and Coca-Cola to help Indian farmers in increasing their fruit sales by adding fresh fruit juices to their fizzy drinks.

As per Coca-Cola, the new product formulation contains 10.4% juice concentrate that would be procured from local farms and pulp processors.

"The launch of this product gives us a sense of satisfaction, since it was a significant R&D challenge to begin with," the company added.

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