SWEDEN: Coke launches enhanced Minute Maid

By just-drinks.com editorial team | 1 February 2007

The Coca-Cola Co. has relaunched its flagship juice brand Minute Maid in Sweden and added two extensions to the range.

Coca-Cola Sverige, the company's local arm, is selling three Minute Maid products in Sweden, a spokesman said today (1 February).

The company has relaunched the core orange juice brand and has also unveiled two products under the Minute Maid Fruit Plus name, one containing antioxidants and the other probiotic fibres.

"Traditionally in Sweden, juice has just been something that you drink from a big carton for breakfast. It's not something you drink as a healthy alternative for a snack," the spokesman said.

The launch has also seen Coca-Cola Sverige roll out the Minute Maid range into the Swedish off-premise. Minute Maid had been a brand sold only in cafes and bars, the spokesman said.

Sectors: Soft drinks, Water

Companies: Coca-Cola Co