Coca-Cola announces partnership with Doi Kham to support Thai farmers Launches two new variants of Minute Maid with ingredients from Doi Kham for health-conscious consumers

Business Press Releases Monday October 8, 2018 15:38
Bangkok--8 Oct--Hill+Knowlton Strategies

The Coca-Cola system in Thailand, comprising of ThaiNamthip Ltd, HaadThip Pcl and Coca-Cola (Thailand) Ltd. has announced a partnership with Doi Kham Food Products Company Limited that will support Thai farmers through the sourcing of quality local produce from Doi Kham as ingredients in the company's latest ready-to-drink juice from Minute Maid. The two new Minute Maid variants are Tomato Juice with Orange Pulp and Passion Fruit Flavored with Honey and Lime. This is Coca-Cola's first cross-brand collaboration in the ready-to-drink juice category in Thailand, aiming to combine Minute Maid's position as the world's number one juice brand, and Doi Kham as the kingdom's most loved and trusted juice brand. This partnership offers consumers a combination of high quality ingredients from natural fruits harvested from sources that are worlds apart and responds to the growing health trends in Thailand – promising both flavorful and healthy ready-to-drink juices.

Pornwut Sarasin, Chairman of ThaiNamthip Company Limited said: "At Coca-Cola, we not only try our best to understand what people want and respond accordingly to them, but we are also committed to support sustainability practices in every country in which we operate in. Our partnership with Doi Kham is the perfect opportunity for The Coca-Cola system in Thailand to support the country's farmers and sustainable agriculture by sourcing local ingredients. This step marks the first of many to come that Minute Maid will pursue to source fruits locally through Doi Kham. Minute Maid Tomato Juice with Orange Pulp and Minute Maid Passion Fruit Flavored with Honey and Lime offers perfect alternatives to Thais who are now more health-conscious than ever before."

In response to this growing health trend, Coca-Cola is offering its latest innovation, a ready-to-drink juice that will further expand on its current portfolio of extensive choices, responding to the evolving needs of today's consumers. The two new product variants will strengthen the company's position as the leader in the non-alcoholic ready-to-drink (NARTD) market in Thailand and aims to reinforce its image as a total beverage company.

According to the Retail Index Data from The Nielsen Company (Thailand), Thailand's ready-to-drink juice market is estimated to be worth 12 billion baht and Minute Maid's market share in value is 11.5%[1].

Under this partnership, Coca-Cola will be using locally-sourced high quality, chemical-free tomatoes and passion fruits from Thai fruit farmers on Doi Kham in the two new variants of Minute Maid ready-to-drink juice.

Pipatpong Israsena Na Ayudhya, President and CEO, Doi Kham Food Products Company Limited, said: "Doi Kham was founded under the late King Bhumibol Adulyadej's Royal Project and has been operating as a social enterprise for more than 50 years. It is one of his many legacies and vision to enhance the quality of life of Thai people through the concept of "Agro-industry for well-balanced society". We are delighted to offer quality products which we can be proud of, including our signature tomato juice, which is currently number one in the market, and the passion fruit juice is so loved by Thai consumers. We believe that this partnership will help promote Thailand's agricultural sector, aiming to elevate the livelihood and well-being of Thai farmers as the late King Bhumibol Adulyadej – founder of the Doi Kham brand – would have wanted."

The two new variants of Minute Maid, Tomato Juice with Orange Pulp and Passion Fruit Flavored with Honey and Lime, is the latest innovation that represents uncompromisingly great taste and health benefits. Minute Maid Tomato Juice with Orange Pulp blends in quality tomato juice from Doi Kham, offering a flavorful and healthy juice that combines perfectly with high quality orange juices sourced by Minute Maid. A 335 ml. bottle of Minute Maid with Tomato Juice and Orange Pulp contains 2,418 micrograms of lycopene. Consumers can now enjoy Minute Maid Tomato Juice with Orange Pulp in 280ml. and 335ml. sizes and Minute Maid Passion Fruit Flavored with Honey and Lime in 280 ml. size.

The Coca-Cola system in Thailand consists of Coca-Cola (Thailand) Limited as the brand proprietor responsible for marketing activities, and its two local bottling partners – ThaiNamthip Ltd responsible for 63 provinces around Thailand, and HaadThip Public Company Ltd serving 14 southern provinces.

The Coca-Cola system in Thailand is the nationwide market leader for non-alcoholic beverages. In addition to Coca-Cola, the most valuable brand in the world, the Coca-Cola system's portfolio of beverages in Thailand includes Coke Original, Coke No Sugar, Coke Light, Coke Plus Coffee, Fanta, Sprite, Schweppes, A&W Root Beer, Minute Maid Splash, Minute Maid Pulpy, Minute Maid Vita Kids, Minute Maid Orange Fiber, Minute Maid Honey Lemon, Namthip, Aquarius Grapefruit, Aquarius Citrus and Zico Coconut Water.

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