The Coca-Cola Co is planning to phase out its juice range of Fruitopia products, rebranding them under its portfolio of Minute Maid drinks, the company has said.
The move is being seen as an attempt to fully utilise the fast-growing Minute Maid brand with the Fruitopia brand stalling in recent times.
“They’ve played around with the flavours a little bit, but the general flavours are coming over,” said Coca-Cola spokesman Dan Schafer,
The company has said that the extended Minute Maid range will include strawberry passion and berry kiwi drinks from the Fruitopia range, as well as other juices and blends.
However, Coke will continue to sell Fruitopia in Canada and through its fountain business in the US, Schafer said
It was also reported on Friday by the trade journal Beverage Digest that PepsiCo would be involved in a similar move next year, extending its Tropicana brand at the expense of its FruitWorks and Lipton Brisk lemonade brands.
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