Coca-Cola set to leave behind competitors

As the summers are nearing, Coca-Cola India is gearing up to re-enter the market which is already dominated by arch-rival PepsiCo's Tropicana and Dabur's Real. With three real variant flavours of orange, apple and grapes, the company is once again set to stir the juice market which has till date tasted its Maaza and Minute Maid, which are all fruit-based but not pure juices. Coca-Cola India has recently formed a separate division for juices to focus on its non-carbonated portfolio as all major food and beverage companies increasingly fortify their health portfolio in a market which is annually growing at 20%. Health products and juices have been at the top of these companies' bucket list since they have launched new products and categories to capture a share of the pie. With an increased focus on the juice category, Coca-Cola India recently appointed Andriy Avramenko as its general manager of the juice business. Avramenko, who came from Coke's global juice centre (GJC) in Atlanta, heads a team that is focused exclusively on advancing the company's pulp-based beverages.

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