Recently in a report, it was made clear that fruit juices and fruit juice brands were doing much better than Coca-Cola or Pepsi in the Indian market. And now, the FSSAI has put down guidelines for the category after PM Narendra Modi urged multinational carbonated beverage companies to mix nature fruit juice into aerated drinks to help Indian farmers. And once its finalized, Coca-Cola and Pepsi will launch more non-cola aerated beverages that includes fruit juices into the market.
At this point, Coca-Cola has the Fanta Green Mango (which has 10.4% fruit content), a carbonated beverage mixed with juice and PepsiCo has Nimbooz Masala Soda (5% lemon juice), a juice based aerated beverage.
“Over the past few years, we have been working to expand our beverage portfolio and the initiative to bring in more offerings with fruit juice in carbonated drinks is in line with this strategy,” said a spokesperson at PepsiCo India told HospitalityBizIndia.com.
“We are waiting for the guidelines. The industry is working with FSSAI on this. The draft of the guidelines is already in circulation. Once we have the final guidelines, we’ll be able to decide on such products. We are definitely working on this platform. These will be developed and sold in India,” said Venkatesh Kini, President, Coca-Cola (India and south-west Asia).