Targetted at 'today's youth', the product is available in a range of pack sizes of 200 ml and 300 ml returnable glass bottles and also in mobile 500 ml PET pack. Coca Cola India Vice-President (Marketing) Venkatesh Kini said the company planned to screen 3.5 lakh customers with sample apple flavoured drink to extend its market leadership in the fruit flavoured segment. It was being launched in a phased manner, starting first with the two southern states of Andhra Pradesh and Tamil Nadu followed by a national rollout in the next two months, he added.
He said the company's third quarter results showed a 18 per cent growth.
Launched in 1984 in India, Brand Fanta was the largest selling fruit flavoured sparkling beverage brand in the country and was present in over 190 countries, Mr Kini claimed.
An Integrated Communication programme is to be launched from November which includes leveraging Out-of-home (OOH) media, airing of TV commercial, experiential sampling sessions and road shows.
According to Deepak Kaul, Region Vice President South, Hindustan Coca Cola Beverages Pvt Ltd, over the next two months, it would be retailed across 35,000 outlets in the two states in the launch phase.
The product would be bottled at the company's existing plants in Andhra Pradesh and Tamil Nadu, he added.