Immunity Boosting Minute Maid Beverages Launched: Coca-Cola Enters Immunity Beverage Sector

Thanks to the coronavirus pandemic, a new wave of health consciousness has taken over the world. From home-made concoctions to work out sessions, maintaining health tops the list for many. Tapping into this potential market, Coca-Cola has announced two immunity beverages- Nutri Force and Vita Punch, under its umbrella brand, Minute Maid.

Both the drinks are enriched with daily essential nutrient requirements. Minute Made Nutri Force offers the taste of Kashmiri apples and is rich in elements including iron and zinc. It has been designed especially for kids and mothers, and claims to have covered all the nutrient requirements for them. Another product, Minute Made Vita Punch, on the other hand, is a range of fruit cocktails rich in Vitamin C, and thus boosting immunity.

“Coca-Cola remains grounded in its purpose to craft meaningful brands and offer its consumers a choice of drinks that refresh in body and spirit. Our long-term strategy entails offering more and more fruit-based beverages in line with consumer preferences. The expansion of our portfolio nutritious juice under Minute Maid is in line with our aim to nourish every Indian and become India's first choice in Fruit nutrition,” says T. Krishnakumar, President of Coca-Cola, India and Southwest Asia.

Extending a Helping Hand to Farmers

The launch comes under Coca-Cola's ‘Fruit Circular Economy' initiative, which aims at helping the farmers source their fruits for the beverages. The brand has also committed an investment of USD 1.7 billion towards creating Fruit Circular Economy to aid the Indian agri-ecosystem by 2023. The move has a great significance in the global pandemic which has given a hard blow to the Indian economy. Coca-Cola also plans on going hyperlocal in coming future and network the produce of these farmers across the nooks and corners of India. “Our long-term strategy entails offering more and more fruit-based beverage in line with consumer preferences,” adds Krishnakumar. The company has also committed an initial support of over Rs.100 crores for healthcare system and containment of the spread of coronavirus.