INDIA – Coca-Cola India announced the launch of a new variant of its popular mango based drink Maaza – ‘Maaza Gold’, as it looks to accelerate Maaza’s journey towards becoming a billion dollar mango juice brand by 2023, the company said in a statement.

The company had also recently launched the first ever variant of Thums Up, Thums Up Charged, which the company claims is much more stronger than the previous version and will help make Thums Up, the first home-grown billion-dollar beverage brand in the next 2 years.

“We are always listening to our consumers and with the launch of Maaza Gold the company is expanding its product portfolio in-line with consumer tastes.

The company at the same time is also accelerating Maaza’s journey towards becoming a homegrown billion-dollar brand by 2023,” said Srideep Kesavan, director marketing – Juices, Coca-Cola India & South West Asia.

The new variant is available in modern retail outlets, select grocery stores and online stores.

The Coca-Cola Company along with its bottling partners in India procures approximately 1 lakh metric tonnes of mango pulp annually.

In 2023, if Maaza becomes the first $1 billion juice drink brand from India, the Coca-Cola system in India will be able to procure 2 lakh metric tonnes (200,000 metric tonnes) of mango pulp annually, worth nearly Rs1100 crores, thereby helping 100,000 farmers.

ET Retail