New juice branch launched By DAILY NEWS Reporter, 13th December 2011 @ 12:00, Total Comments: 0, Hits: 105 COCA-COLA Central, East and West Africa Ltd on Tuesday launched Minute Maid brand in what the company described as a response to a market opportunity signified by a steady increase in consumption of fruit and vegetable juices in the country. The introduction of Minute Maid is a result of the changing consumer needs and desire for high nutrient health drinks among Tanzanians as is the case across most of Sub Sahara. Minute Maid is the perfect way for the family to kick-start their day, said Salome Mabirizi, Coca-Cola Brand Manager Tanzania. She said the product is a blend of juices referred to as nectars and is made from natural ingredients and contains no preservatives. Ms Mabirizi said the brand of juices will initially be available in mango, orange and pineapple flavours packed in a one litre tetra retailing at 2,700/-. For the first three months, only consumers in Dar es Salaam, Moshi and Arusha will enjoy this new introduction before it goes national by end of March next year, she said. The launch follows similar events in Kenya and Uganda where the company has partnered with small scale mango and passion fruit farmers to mainstream them into its supply chain. She said supplies in the local market will come from Coca-Cola Juices Kenya Limited, taking advantage of the duty advantages in the East Africa Community. She said the Tanzanian juice market remains highly fragmented with only a few entrenched dominant brands. The category is dominated largely by juice drinks with orange, pineapple, passion and mango as the lead flavours while the premium segment is nascent and remains largely untapped. The competitive landscape will continue to change depending on different dynamics but our promise with Minute Maid is to deliver a product that not only spurs growth in the category but also offers choice and value to consumers, said Mr Christopher Loiruk, Bonite Bottlers General Sales Manager, Bonite Bottlers. He added: With this launch, we are clear that we want to build a winning juice category in this market Daily News | New juice branch launched [TABLE="class: contentpaneopen"] [TR] [TD="class: contentheading"]Coca cola launches new juice drink[/TD] [TD="class: buttonheading, align: right"] Send to a friend[/TD] [/TR] [/TABLE] [TABLE="class: contentpaneopen"] [TR] [TD="class: createdate"] Tuesday, 13 December 2011 21:58[/TD] [/TR] [TR] [TD] digg Coca-Cola Kwanza employees admire the newly launched drink called Minute Maid Juice in Dar es Salaam yesterday. PHOTO | FIDELIS FELIX By Ludger Kasumuni The Citizen Reporter Dar es Salaam: The newly launched Minute Maid Juice brand by Coca-Cola Company is set to benefit thousands of farmers of citrus fruits in the country.Speaking at the occasion for launching the Minute Maid Juice brand in the city yesterday, Coca-Cola Company country manager Dimeji Olaniyan said that already the brand had benefited 50,000 small holder farmers in Kenya and Uganda. Last month we launched this brand of juice in Uganda and Kenya. There is a special fruit processing plant based at Nairobi to feed East African Market, Mr Oleniyan said.He said they were also planning to establish a juice making plant in the country in the near future so that small holder farmers benefit from that brand. We are eying for Southern Corridor to mobilise thousands of farmers for growing citrus fruits, including pineapples, mangoes and oranges, he said.He added: We would like to partner with small holder farmers to produce pineapples, oranges and mangoes for processing juice. We are targeting the East African market in the spirit of developing East African Community. He said currently they depend on their Nairobi based plant with the capacity of producing 7,000 packets of Minute Maid Juice per hour. According to him, the Minute Maid Juice brand made from pineapples, mangoes and oranges is being marketed in more than 70 countries in the world. He said sold at between Sh2,500 and Sh3,000 the Minute Maid Juice will be distributed in Dar es Salaam, Morogoro, Kilimanjaro, Arusha and Manyara.He said being the biggest juice processing company in the world Coca-colas volume of sales is worth $1 billion worldwide per year. With regard market response in Uganda and Kenya, he said it has been very positive and there was no doubt that it will replicate in Tanzania. On his part, the general sales manager for a sister company of Coca-Cola, Bonite Bottler Limited, Mr Christopher Loiruk, said that worldwide for every second 450,000 people drink Coca-cola. We are determined to flood East African Market with juice made from locally produced citrus fruits. Our juice is the best and has been accepted globally, Mr Loiruk said.He said in March next year they were going to market such brand of juice in Zanzibar and other remaining regions in the Mainland. [/TD] [/TR] [/TABLE] Coca cola launches new juice drink MY TAKE I don't get this ati fruits will be supplied by kenya and Uganda! Hivi who doesn't know kwamba Kenya (that faces serious yearly droughts) sources fruits for its agroindustries from Tanzania esp. Tanga region (California strip of EA)? I will be happy if Mr Reginald Mengi (a local shareholder of Bonite and Kwanza Bottlers) entervene and demand the Coca cola EA to also partner with small scale mango and passion fruit farmers to mainstream them into its supply chain! Ni hivyo tu.....no hate but that duty advantage availed by our regional block should also benefit our local farmers!