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Coca Cola goes Pulpy in Kenya

NAIROBI, Kenya, Apr 12 – As part of its Sh5 billion investment in Kenya, Coca- Cola has launched a new juice into the market in a bid to strengthen its Minute Maid brand.

Coca- Cola Kenya’s Marketing Manager Catherine Mudachi said the new juice is part of new innovations being undertaken by the company.

“The Coca-Cola system in Kenya has invested in a new cold fill juice line at Coast Bottlers in Mombasa. This investment, besides creating employment opportunities, will usher in a new era in fresh juice production in Kenya. Further the investment is part of the ambitious Sh5 billion expansion plans that we announced we would be investing in Kenya over a two-year period last April,” she said.

Mudachi added that so far the company ranked third within the local market in juice blends and products.

“Our strategy is to continue diversifying our offering of juices and juice drinks to capture this growth segment as more and more consumers seek choice. In order to continue on this path, we see backward integration as critical to sustainable sourcing,” Mudachi stated.

The company launched Minute Maid Pulpy to emerging markets in 2005 and in 2010, Minute Maid Pulpy Orange reached Sh8.3 billion in global retail sales.

It is also the company’s third billion dollar juice or juice drink brand, joining Minute Maid and Simply.

Pulpy is now available in 19 countries across three continents including Asia, Africa and South America and is scheduled to be distributed on a wider scale that will extend to at least 25 countries globally by the end of 2012.

Minute Maid Pulpy will retail at Sh50 in Mombasa and Nairobi.

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