Minute Maid Introduces Refrigerated, Ambient Juices into South Africa Market
The Minute Maid Co. has introduced Minute Maid Premium juices in both chilled and shelf-stable forms in South Africa. The launch continues the global momentum for the company, which now manages juice businesses in North America, Europe, Asia, South America and Africa. It is also an opportunity for Minute Maid to grow the South African fruit juice category.
"South Africa is an important market strategically for Minute Maid International, providing the company with a platform to grow our business in southern Africa and ultimately, the entire continent," said Michael A. Clarke, senior vice president, International, The Minute Maid Co. "Importantly, this introduction also marks the launch of a business system in which we use a structure that is very similar to the Coca-Cola business system to build juice brands across all product forms and distribution channels," Clarke added. "This system allows each partner to do what it does best: The Minute Maid Co. focuses on product development and marketing; our local partner, which in South Africa is Woodlands Dairy, focuses on efficient production, distribution and merchandising of our products."
The South African product line includes 100% orange juice blend, 100% naartjie orange juice blend (refrigerated only), 100% apple juice (ambient only) and mango and guava nectars in packaging that includes both one-liter plastic bottles and one-liter and 250mL Tetra Brik packages. The products will be premium-priced to match their consistently premium quality and taste. They join the existing frozen line of Minute Maid orange juice, mango and tropical punch nectars, which have been sold in South Africa for three years.
Minute Maid International's South African partner, Woodlands Dairy, produces and distributes the new product line. This partnership will have a multiplier effect on the South African economy with the initial creation of 130 additional jobs. Woodlands Dairy has expanded its facilities in Humansdorp to include another ambient filling and packing line. Woodlands Dairy has also invested in a completely new chilled product packing line and has installed new refrigerated storage facilities.
The Minute Maid brand will be supported by television, print and cinema advertising, as well as extensive sampling, both in stores and at other popular locations.
The Minute Maid Co. is an operating group of The Coca-Cola Co., and "Minute Maid" is a registered trademark of Coca-Cola.