22 Apr Innova: Coca-Cola rides inherent nutrition trend

Coca-Cola is riding the inherent nutrition trend with the launch of a new Minute Maid orange juice created by pressing the entire orange [including the peel], thereby offering double the antioxidant content of the company’s regular Minute Maid.

Todo Naranja (the whole orange), which has just been launched in Spain, is made using Coca- Cola’s patented Wholepress juice processing technology. The product does not only contain the nutritional benefits of the juice, but also the nutrients of the peel and pulp. There are lots of vitamins and fiber in the juice pulp that are otherwise lost, Angel Penalosa at Coca-Cola Spain, told Innova.

The product is offered in a variety where the pulp is not noticeable (No Notarás La Pulpa) and another where it is (Notarás La Pulpa), but the nutritional benefits of the product are identical. Todo Naranja retails at 1.65 compared to 1.45 for Minute Maid Classic. The company also offers an antioxidant-fortified juice in Spain (1.65) under the Minute Maid banner, which contains slightly higher antioxidant levels compared to the new launch.

Todo Naranja does however indicate a significant shift in direction, with several companies, including Unilever, indicating that natural inherent health holds more future potential than fortified foods. Innova Market Insights tracked 67 new product launches from Coca-Cola with an active health positioning in the last 12 months (Feb 08-Feb 09) globally, compared to 172 new products with a passive health positioning. There were 106 active health launches tracked in the previous 12 months and 211 passive health launches recorded.

Coke’s other recent innovation in Spain went more in line with both the economising and sustainability trends.

Dilutable drinks have no history on the Spanish market, despite their strong position in other markets like the UK. But Spain has been hit by the downturn as much as any EU country, and with Menos es Más, the company is sensing this opportunity.

The cleverly marketed dilutable beverage is offered in twin 275ml bottles, which make up to two litres of drink. The product is also marketed as being good for the environment as it weighs less and occupies less space, requiring fewer lorries for transport. The product is offered in orange, lemon and ice tea & lemon varieties.