CHENNAI: Summer is here, and so is the scramble for market dominance in the beverages sector. The trend this summer has skewed heavily towards small, economy sized products and fruit drinks.
Both PepsiCo and Coca-Cola have launched products that fit the bill. This summer’s new offerings include Pepsi’s ‘Mini Can’, 150 ml and priced at Rs 15, which PepsiCo India’s VP of the beverages category, Vipul Prakash, termed perfect for consumers to carry around.
Coca-Cola, meanwhile, launched similar pop cans, rolling out 180ml cans priced at Rs 20 across Delhi NCR, Uttar Pradesh, West Bengal, Punjab and parts of Haryana. “We,” said the company, “are bullish on tapping the single serve pack options for the ‘on-the-go’ consumers.”
Companies are also trying to leverage the rise of the health conscious, with Coca-cola launching Fanta Green Mango. “ Consumers are getting more conscious of what they consume and this is a great opportunity for a company such as ours, with a large portfolio in the fruit based beverage category,” Nadia Chauhan, JMD, Parle Agro, which manufactures Frooti.