Coca-Cola expands Thai range
published : 21 Jun 2018 at 14:02
newspaper section: Business
Coca-Cola in Thailand has announced a full product portfolio, underlining its position as a total beverage company.
For more than 130 years, most people have associated Coca-Cola with Coke, the soft drink. The company also offers a wide range of products in Thailand, including Sprite, Fanta, Namthip and Minute Maid.
“One of the things I’m always amazed by is the number of reasons people cite for drinking a product: to refresh themselves, for energy, for nutrition, for indulgence, among others," said Claudia Navarro, marketing director of Coca-Cola for Thailand and Laos. "Through our constant innovation we hope to tap into as many of these needs as possible, so that no matter the occasion, you can find something that is right for you from Coca-Cola.”
The Coca-Cola portfolio in Thailand includes Coke Original, Coke No Sugar, Coke Light, Fanta, Sprite, Schweppes, A&W Root Beer and the recently introduced cross-category Coke Plus Coffee in the sparkling category; Minute Maid Splash, Minute Maid Pulpy, Minute Maid Vita Kids and the recently added Minute Maid Orange Fiber and Minute Maid Honey Lemon in ready-to-drink juices; and Namthip, Aquarius Grapefruit and Citrus and Zico 100% coconut water in the hydration segment.
As the leader in the non-alcoholic ready-to-drink beverage market in Thailand, the company is committed to continuing to innovate and broaden its portfolio.
Apart from sparkling, juice and hydration categories, Coca-Cola is a major player in coffee and tea in the global arena. The company enjoys a relevant position in both categories with billion-dollar brands such as Georgia Coffee, the world’s highest-grossing ready-to-drink coffee brand, while Ayataka and Fuze Tea have strong footprints globally.
“We are constantly searching for new opportunities," Ms Navarro said. "In order to fully represent our portfolio, responding to as many of our consumers’ needs is of paramount importance. There are several new product launches in the pipeline, which is pivotal when it comes to extending our local portfolio and satisfying the ever-evolving needs of the Thai consumer.”
Another trend shaping the company’s offerings is in health and wellness. In response to this, Coca-Cola is expanding its low and no sugar options. Products like Aquarius and Minute Maid Orange Fiber, as well as Minute Maid Honey Lemon have been certified as "Healthier Choice" by the Institute of Nutrition, Mahidol University, in tandem with the Food and Drug Administration.
Additionally, and also in line with this trend, Thais can enjoy 100% juice products such as Zico, made from high-quality coconuts from Thailand, with no additives. From a global perspective, Thailand also plans to honour a global commitment to continue introducing smaller packs. For example, Coca-Cola is available in 180ml cans and Coke plus Coffee is available in 240ml.
“Though Coke is the hero product and the brand with that everyone is familiar with, Coca-Cola would like to inspire consumers to taste other products across the extensive portfolio, from sparkling, ready-to-drink juice and hydration in both the original and low-to-no sugar options, all of which have been invented to serve Thai consumer needs and are suitable for everyone, at every moment of the day and in life," Ms Navarro said. "This reflects Coca-Cola’s position that it does not just want to 'understand' but also 'stand' at the very centre of consumers’ hearts.”