INDIA: Coke to relaunch Fanta

By just-drinks.com editorial team | 26 January 2007

The Coca-Cola Co. is to relaunch Fanta in India as it looks to tap into growing demand for fruit carbonates in the south of the country.

Coca-Cola India is rolling out a reformulated Fanta into the southern states of Tamil Nadu, Karnataka and Kerala. It is the second time the company has changed the Fanta recipe for the Indian market since it launched the brand there 12 years ago.

A Coca-Cola Asia spokesman told just-drinks today (26 January) that the US soft drinks giant often changed the Fanta formula to meet the tastes of consumers in many markets around the world.

The spokesman said: "Fanta is a brand that is opposite to brand Coke; the recipe is not sacred and we are constantly doing research to make sure the brand is in line with consumers' tastes."

The reformulated Fanta for the Indian market has been made to taste like the oranges on sale in India, the spokesman added.

He said Coke plans to roll out the brand nationally, although he gave no specific timetable for this.

Sectors: Soft drinks, Water

Companies: Fanta, Coke, Coca-Cola Co