Maaza will soon be available in sachet strips, hung up alongside shampoo and chip pouches at kirana stores. The beverage maker Coca-Cola and packaging solutions company TetraPak will combine their resources to develop low-cost packaged beverages for the Indian market, piggybacking on nutrition and hydration, TetraPak Group global president and CEO, Dennis Jonsson, and Coca-Cola India and South West Asia president, Venkatesh Kini, said in an interaction with Economic Times.
While Coca-Cola will develop the beverages, TetraPak will create packaging for the products, which will cost less than Rs 10. Coca-Cola is introducing its mango drink Maaza and glucose-based nutrient supplement Kinley Glucojal in 100 ml Tetra Fino pouches or sachets — a global first for both companies. These pouches have traditionally been used in the dairy sector globally.
The packs can be resized to suit different needs, unlike PET or glass bottles or cans, which are made using moulds of specific dimensions, the companies said. Kini said Coca-Cola is scaling up availability of Maaza sachets to various regions across the country, and that the
other mainstay juice brand, Minute Maid, would also be extended in multiple flavours in Tetra Fino pouches.
Maaza sachets have been tested in select regions in Uttar Pradesh and West Bengal over 12 to 14 months, while Glucojal has been sampled in the last six months. “The Tetra Fino packs will be taken to last mile consumers and serve the purpose of low-cost hydration,” Kini said. Both brands are the lowest priced in Coca-Cola’s portfolio of ready-todrink beverages.