Beverage Industry

Coca-Cola announces its 14th billion dollar brand

February 1, 2011

The Coca-Cola Co., Atlanta, added Minute Maid Pulpy to its roster of brands that have achieved global retail sales of more than $1 billion, bringing the number of billion dollar brands in the company's portfolio to 14.
 
Minute Maid Pulpy joins Minute Maid and the Simply beverages as the third billion dollar brand within the company's juice and juice drink portfolio. Minute Maid Pulpy is a juice drink with fruit juice and orange pulp which offers a unique sensory experience, the company said. Orange is the core flavor but the product is available in a range of other flavors in different markets such as Lemon, Tropical, Mango/Orange, Pink Grapefruit and Aloe/Apple.
 
The success of Minute Maid Pulpy marks the first time that a brand of Coca-Cola, developed and launched in an emerging market, has reached the billion dollar mark. Minute Maid Pulpy launched nationally in China in 2005, and is among the premier juice drink brands in 18 geographies across three continents, including Indonesia, Taiwan, Philippines, Thailand and India.
 
In 2010, Pulpy was introduced in Algeria, Malaysia, Singapore and Vietnam. In addition, Pulpy was introduced in Mexico as Valle Pulpy under the del Valle trademark. In Kazakhstan, Pulpy is sold as Piko Pulpy. The brand is poised for further global expansion in 2011, the company said.
 
"The addition of Minute Maid Pulpy to our expanding list of billion dollar brands is a historic milestone for the company and an affirmation of our commitment to the juice business," said Joseph Tripodi, Coca-Cola’s chief marketing and commercial leadership officer, in a statement. "The rapid scalability of the Pulpy brand in developing markets is critical to the continued growth of the global juice business of The Coca-Cola Co. The development in China of the Pulpy brand, one that is now growing share in many other markets, is a testament to the ability of our system to rapidly scale innovation from any part of the world."