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Coca-Cola Broadens Product Portfolio In Kenya With Juice Launch

August 25, 2017: 12:00 AM EST
Coca-Cola Central East and West Africa is applying Coke’s “total beverage company” product diversification strategy on the continent with the launch of the Minute Maid Pulpy Orange brand in Kenya. The company also says it is investing $30 million in Hot Fill technology in its juice production facilities. The Pulpy Orange product contains real juice and pulp, but no added preservatives, Hot Fill technology uses heat to sterilize both the PET bottles and the juice, ensuring high hygiene standards and longer shelf life. The company plans a nationwide ad campaign supporting the product launch.
Victor Amadala , "Coca-Cola to invest Sh3 billion in new juice segment", The Star, Kenya, August 25, 2017, © The Star, Kenya
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