Coca-Cola brings TN-focused fizzy grape drink 'Colour'

Beverages major Coca Cola India has introduced 'Colour', a TN-focused fizzy grape drink, under its Minute Maid brand. The company has launched this drink with an objective to go hyper-local with its offerings.

A new Minute Maid Colour is specially designed for the state's consumers and is made from grapes sourced locally from farmers based in the South of India. It is part of Coca Cola's strategy for developing products that suit the specific palate of regional consumers. The product is also an addition to the company's portfolio under its "fruit circular economy" program.

T Krishnakumar, President, Coca-Cola India, said, "At Coca-Cola India, we are actively focusing on our strategy to offer consumers a wide variety of choices as per their preferences. In line with this, we follow a hyper-local strategy and introduce localised beverages that suit the consumer preferences specific to a region."

"The launch of Minute Maid Colour is a step in the company’s transformational journey towards becoming a total beverage company with local roots. It is our first real seriously big bet in the local flavors space," he added.

Srideep Kesavan, Director of juice at Coca-Cola India and South West Asia, further stated, "Consumers in Tamil Nadu have a special love for grape flavored beverages. Minute Maid Colour is a deliciously rich grape juice drink with a few bubbles thrown in for fun. The product was developed keeping in mind local affinity and preferences. We named it ‘Colour’ since the term has a strong emotional connect and nostalgia across generations."