Soft drink maker Coca-Cola will soon launch juice with a fizz beverage. The new drink will make its debut at the "Make in India" week to be held during Feb. 13 to Feb. 18.
In September 2014, Prime Minister Narendra Modi had asked beverage companies to try and mix aerated drinks with five percent of fruit juice, which would help Indian farmers to find a new market for their produce.
The new drink by Coca-Cola would contain about 10.4 percent juice concentrate, which would be purchased from local farms and pulp processors, Press Trust of India reports.
According to reports, the prime minister had proposed that since millions of people buy and drink Pepsi and Coke, by adding a minimum of five percent natural juice in the fizzy drink would help farmers generate income.
"The idea of this product is rooted in prime minister's vision for the food processing sector and the role that the beverage industry can play in minimising fruit wastage to benefit Indian farmers," the cola company said in a letter sent to the Food Processing Ministry as cited by PTI.
However, till a month ago, the company seemed reluctant to the idea of fizz beverage. "It is impossible to add fruit juice in our existing products; it will ruin our trademark formula. But we are working on a few additional variants with juice," a Coca-Cola executive was quoted as saying by The Economic Times on Jan. 18, 2016.