Pulpy Joins Growing Roster of Billion Dollar Brands for The Coca-Cola Co.

Kent

Minute Maid® Pulpy™ has been added to the roster of The Coca-Cola Co. 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 fourteen. Minute Maid Pulpy, a significant global innovation, reached the $1 billion sales mark in only five years.

MM Pulpy LogoThe success of Minute Maid Pulpy marks the first time that a brand of The Coca-Cola Co., developed and launched in an emerging market, has reached the billion-dollar mark. Minute Maid Pulpy was launched nationally in China in 2005, and is now 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 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, Chief Marketing and Commercial Leadership Officer, The Coca-Cola Company. “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 Company. 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.”

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. Globally, The Coca-Cola Co. is the top provider of juices and juice drinks.

Minute Maid Pulpy is a juice drink with real fruit juice and real orange pulp, which offers what the company calls a unique sensory experience. 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.

About The Author