CCBA quenches thirst of Ethiopian consumers with launch of Minute Maid Refresh

ETHIOPIA – Coca-Cola Beverages Africa Ethiopia has launched Minute Maid Refresh, a new Coca-Cola-produced juice brand, in the local market.

The new product was introduced following the inauguration of the US$100m state-of-the-art mega plant in Sebeta – Dima.

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Giving the ultimate refreshment to consumers, Minute Maid Refresh comes in five flavours i.e., Mango, Orange, Lemon, Apple, and Berry.

Available in 500ml and 280ml PET bottles, the soft beverage is packed with vitamins and other immunity-boosting minerals.

“The coming of our Sebeta mega factory developed our capacity to test and to introduce a new product and increase our portfolio.

“We are excited Minute Maid Refresh is our first juice portfolio in Ethiopia,” said Daryl Wilson, Managing Director of CCBA Ethiopia.

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In line with its vision of becoming a leading beverages company, CCBA-Ethiopia will continue to introduce new products to the Ethiopian market.

“We always aspire to be innovative and bring new tests and experiences to our consumers,” said Lewi Belay, Commercial Director of CCBA-Ethiopia.

“With the Ethiopia consumer interest in fruit juice growing, the Minuet Maid Refresh will give a perfect new experience for consumers.”

The Sebeta Mega factory has enable the company to integrate the production of inputs such as preforms, closures and other materials and is expected to continue to unlock more opportunities both for the country and the company.

From export opportunities, increasing local production, and easing foreign exchange constraints, the mega factory is set to bring a new way of doing business in the right way to the market.

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“We are glad to contribute to the local economy in backward and forward business linkages. We hire locally, produce, and distribute our products locally. As much as possible we are increasingly sourcing locally from suppliers, and retailers,” Daryl said.

He added, “The Minute Maid product line will give thousands of small businesses an opportunity to do business through distribution. We are working with throughout the country to serve the millions of Ethiopians with new experiences.”

Over the past sixty years, CCBA-Ethiopia has been producing different brands in different sizes and flavors, starting from Soft Drinks to Sparkling Water, Energy Drinks, and now Minutes Maid Refresh juices.

In the international markets, Minute Maid is shaking up the ready-to-drink juice category.

The beverage line has introduced Minute Maid Aguas Frescas, a Latin American-inspired, noncarbonated beverage made with real fruit juices and natural flavors, delivering a bold and sensorial experience tailored to Gen Z tastes.

The new drink packaged in cans comes in three fruity flavors i.e., Hibiscus, Mango and Strawberry. Two additional flavors, Limonada and Strawberry Limon, are available on Coca-Cola Freestyle fountain dispensers.

“The product will fill a void for Gen Z, which until now hasn’t found a juice brand to quench their collective thirst for diverse, adventurous options. Minute Maid Aguas Frescas is a multi-year, multi-channel platform,” stated The Coca-Cola Company.

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