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With SDU Beverages as a licencee partner, Capri-Sun juices enter India
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Tuesday, 01 April, 2014, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Capri-Sun, one of the world’s leading juice brands, made its India foray, with SDU Beverages as its licencee partner in the country.
It would be manufactured at a new facility in Hyderabad, which has been set up by SDU Beverages.
The Indian firm has considerable experience in marketing such brands as Kingfisher water and soda and RC Cola.
Attractively packaged in 200ml stand-up pouches with attached straws, Capri-Sun would be available in four flavours (mango, orange, apple and mixed fruit) in India.
The pouch, which weighs 4.05g, ensures that the contents are protected from exposure to sunlight and oxygen.
It is made of plastic and aluminium foil, which ensures that the contents remain stable and cool for a long time.
On the shelves, the juice - which does not contain preservatives or artificial flavours, colours and sweeteners - would be sold in individual pouches as well as packs of ten.
Priced at Rs 20, it has a shelf life of nine months. In the first phase of its India launch, it would be launched in the top nine cities, and be available in leading retail chains.
Carsten Kaisig, chief executive officer, Capri-Sun, was present at the launch. He said, “Our vision is to bring joy to all kids around the world with Capri-Sun.”
“With SDU Beverages, we have the opportunity to spread the taste of our product in the Indian market, of which almost one-third is under 15,” Kaisig added.
“We are proud to launch Capri-Sun, the first all-natural fruit juice beverage drink in India which specifically addresses children’s needs,” he stated.
“We are convinced that both Indian kids and mums will love Capri-Sun, representing the highest quality product and great taste for more than 40 years.”
Peter Boeck, vice-president, sales and marketing, Europe and International, Capri-Sun, was also present.
He said, “We consider India to be a market with tremendous growth potential in the juice brand category.”
“In India, the per capita consumption of beverages has risen by 50 per cent over the past ten years,” Boeck added.
Rui Martins, director, sales, Middle-East Region, Capri-Sun, said, “We undertook in-depth market research before coming to India.”
“Our study has shown that all our flavours score top marks when it comes to overall taste,” he added.
“Our launch would be accompanied by rigorous distribution in order to tap the traditional trade channel and ensure product availability to reap the benefits of the upcoming long, Indian summer months,” Martins stated.
Commenting on the partnership, Kishore Agarwal, owner and managing director, SDU Beverages, said, “We are very enthusiastic about the partnership with Capri-Sun, and are confident of replicating its global success in India.”
“Our decade-long experience in manufacturing and marketing well-known beverage brands would be an added value for Capri-Sun,” he added.
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