Coca-Cola Bulgaria is aiming to boost its market share in the country with the launch of a new line extension to the Fanta brand which hit the market last month.

Coca-Cola Bulgaria CEO, Alexander Grancharov, said sales of the new wild berry-flavoured Fanta had exceeded the company's expectations, adding that it was planning to add another product to its range by the end of April.

In 2001, Coca-Cola Bulgaria, already leaders in the upper priced sector of the soft drinks market, began to target the mid-price bracket as well. There are more than 400 brands on the Bulgarian soft drinks market which is worth in excess of LEV700m ($316.7m/EUR360.2m) per annum. Per capita consumption has now reached 90 litres, a 10-year high.