Coca-Cola in India has announced the launch of its latest product innovation under the Fanta brand umbrella. The new Fanta Apple is a refreshing apple flavored sparkling drink developed especially for Indian consumers. The latest offering is targeted at today’s youth who are bold and expressive, desire innovative experiences, and are constantly on the lookout for creatively shielding themselves from convention. The consumer proposition is best explained by the communication tagline – “Go Bite”. As part of the launch, the company also announced the signing up of the new Fanta brand ambassador- the young and charming, Genelia D’Souza of ‘Bommarilu’ ‘Boys’ and ‘Jaane Tu Ya Jaane Na’ fame.
Fanta Apple has been made available in a range of pack sizes – 200 ml & 300 ml returnable glass bottles (RGB) priced at Rs 8 and Rs 10 respectively. In addition, the apple flavored sparkling innovation has also been made available in mobile 500 ml PET pack priced at Rs 22. Fanta Apple is being launched in a phased manner, starting first with the two southern states of Andhra Pradesh and Tamil Nadu followed by a national roll out in the next two months.
According to Venkatesh Kini, Vice-President- Marketing, Coca-Cola India, “It gives me immense pleasure to announce the launch Fanta Apple Flavor. This product has been developed specially for Indian palates. Apple is one of the most preferred fruits in the country. This innovation is a step towards strengthening the company’s market leadership in the fruit flavored sparkling drink segment.”
Brand Fanta, already present in over 190 countries, was first launched in India in 1994. In the last fourteen years it has gained market leadership in the Indian fruit flavored beverage segment through Fanta Orange. With the launch of Fanta Apple, Coca-Cola in India is all set to further extend its leadership in this fast growing segment.
According to Deepak Kaul, Region Vice President South, Hindustan Coca-Cola Beverages Pvt. Ltd, “Innovation has always been the hallmark of Coca-Cola’s business strategy in India, the launch of Fanta Apple being the latest example. Part of a phased launch, Fanta Apple Flavour would be first made available to consumers across the two southern states of Andhra Pradesh and Tamil Nadu. As part of the same process, Fanta Apple would be retailed across 35,000 outlets in the two states in the launch phase.”