Pepsico launches Tropicana Twister, to triple business in five years

New Delhi, Jan 28 (UNI) Pepsico India, today nationally launched its international fruit drink 'Tropicana Twister' in the country targetting the younger generation of the country.

The latest offering comes with a unique tagline - 'Toot Padega Fruit', and will be available in two pet pack sizes of 350 ml and 1.2 litre and will be available at Rs 22 and Rs 70 respectively.

'' The juice segment is the fastest growing beverage category and by offering a variety of choices from soft drinks to fruit juices in various formats the company aims to triple its revenue in five years time'', CEO Pepsico India, Sanjeev Chadha said.

Prior to this the company had launched this drink in South Indian states of Tamil Nadu and Andhra Pradesh in October last year.

''The juice and juice drinks category has a market of Rs 1,200 crore in the country and is the second fastest growing in liquid refreshment beverages category", Pepsico India Vice- President Innovation Sucheta Govil told reporters during the launch here, adding that the company expected 50 per cent of their growth to come from this category.

She also said that the company was growing faster than the market growth, which is about 20 per cent.

Divulging about the company's future plans Mr Chada said, ''the company plans to bring about new products in the carbonated soft drinks segment which will be a mixture global innovations in Indian portfolio alongwith attractive packaging and consumer friendly costs''.

Through an integrated communications mix spanning modern and traditional trade,trial generations,TV, radio, outdoors and consumer-trade promotion Tropicana Twister targets to spread its consumer base and reach out to the youth, who form its core target audience.

The company plans to roll out three more variants of the popular fruit juice in the current year which has been modified to suit the Indian palette.

UNI AK PDT HT1838