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The Coca-Cola Co to launch Rani Float in India in latest Middle East crossover

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The Coca-Cola Co has poached another beverage brand from its Middle Eastern JV for a launch in India.

Rani Float was first launched in 1982 by Saudi Arabias Aujan Industries

Rani Float was first launched in 1982 by Saudi Arabia's Aujan Industries

The company is to roll out Rani Float, a blend of fruit juice and fruit pieces owned by Aujan Coca-Cola Beverages Co, across its Indian accounts. The Indian version will be produced in the country and contain local fruit, in keeping with a government directive to support Indian fruit growers.

Announcing the launch, Coca-Cola India said Rani Float is designed especially for Millennial consumers who want a "differentiated fruit snacking experience". The product carries the tagline: 'Drink it or Chunk it'.

"Rani Float is a convenient on-the-go snack that comes with a differentiated proposition - fruit drink with real fruit pieces," said T. Krishnakumar, president of Coca-Cola India & South-West Asia.

Rani Float is the second Aujan beverage brand Coca-Cola India has launched this year. In August, the unit told just-drinks it is testing the non-alcoholic malt beverage Barbican in the country.

Aujan Coca-Cola Beverages Co is a joint-venture between Coca-Cola and Saudi Arabia's Aujan Industries. In 2012, Coca-Cola paid US$980m for half of Aujan's soft drinks business and 49% of its bottling and distribution operations.

Coca-Cola India said Rani Float is "is in line with our commitments towards the Fruit Circular Economy," a national programme to double income for Indian farmers by 2022. The brand will be available in India in two flavours - Peach and Strawberry-Banana. An 18cl can will retail for about INR35 (US$0.50).

Aujan first launched the brand in 1982.

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