Minute Maid is the largest brand in the Coca-Cola juice portfolio

Minute Maid is the largest brand in the Coca-Cola juice portfolio

The Coca-Cola Co has introduced its Minute Maid juice drink to the Ugandan market.

The launch is the result of a US$15m investment made by Century Bottler - a subsidiary of Coca-Cola Sabco - the sole franchise bottler in Uganda, on a hot-fill juice line in the country's Namanve region last year. Coca-Cola said yesterday (13 July) that the roll-out is in response to a steady increase in the consumption of fruit and vegetable juices in Uganda.

Minute Maid is the largest brand in Coca-Cola's global juice portfolio. Earlier this year, its Minute Maid Pulpy variant became the firm's first "billion-dollar brand" from an emerging market. The Minute Maid portfolio is currently available in around 70 countries worldwide, including most of Africa.

"The global Minute Maid juice brand has been rolled out across East Africa and is the brand under which all juices in the sub-region fall," a spokesperson for Coca-Cola in Uganda told just-drinks. "Minute Maid has been in the Kenyan market since 2008 and was launched in Uganda in Q2 2011. The brand is sold in Kenya, Uganda and other East & Central African countries that present competitive export opportunities under the existing economic trading blocs - COMESA & EAC."

Minute Maid will initially be available in mango flavour and packaged in a 40cl returnable glass bottle. It will retail at UGX2,000 (US$0.77) per unit.

"The introduction of Minute Maid is a result of changing consumer needs and a desire for high nutrient health drinks among Ugandans, as is the case across most of the Sub-Sahara," said Coca-Cola's strategic marketing manager for juice, Carol Mbaga.