Coca-Cola to change half of juice packaging

AP News
Posted: Nov 17, 2009 4:54 PM

Coca-Cola Co. is unveiling new packaging for half of its worldwide juice volume that borrows from staple brand Minute Maid to create a more uniform look highlighting fruit and nature to appeal to consumers worldwide focusing more on health.

The world's largest soft drink and juice maker introduced the new packaging to investors and analysts at a meeting Tuesday in its hometown of Atlanta. Consumers around the world are switching to juices and teas for health reasons, leaving soft drink sales falling.

Coca-Cola has been growing its juice offerings, including launching the all-natural Simply brand in the U.S., and is now going to create a single identity for at least half of them around the world. Simply will not be included, but key international brands such as Del Valle, Andina and Cappy are.

The changes are already starting to show up in the market place, including some Minute Maid products, and the transformation will be complete by the end of next year. The new packaging includes Minute Maid's well-known black-and-white logo and mixes in larger images of fruit and leaves. Other brands will have similar looks while maintaining their brand names.

The company wants to use the success of the Minute Maid brand to grow all its juice products, said Brian Kelley, president and general manager of still beverages and supply chain.

"We had to make sure we maintained that equity while also leveraging it and enhancing the appeal," he told reporters after the announcement.

The company developed the new packaging over several years, talking to consumers to find out what they want in their juice products, including having a deeper focus on health.

Coca-Cola can also save money by having the same packaging for its juice brands because it will be quicker to react to efforts that work _ and don't. It will also not have to spend time or money by having different packaging.

The company held a two-day meeting with investors and analysts to lay out its plans for the next decade, which include doubling systemwide revenue to $200 billion by 2020. Coca-Cola plans to sell more of its trademark beverages to more people who are entering the middle class as emerging markets like China and India grow.