Coke tries luck with Limca Fresh Mix | business | Hindustan Times
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Coke tries luck with Limca Fresh Mix

With its normal soft drinks sales not sizzling this summer, the company is now toying with the idea of providing add-on local flavoured powders on its lemon drink.

business Updated: Jun 19, 2007 12:31 IST

With its normal soft drinks sales not sizzling this summer, Coca Cola is now toying with the idea of providing add-on local flavoured powders, specially on its lemon drink Limca inspired by consumers tendency to add salt and other 'masala'.

The company has just begun a test marketing of add-on powder in three flavours of jaljeera, mint and ginger to be offered for mixing with its lemon drink under the Limca Fresh Mix brand.

Through its live demo being conducted at about 20 sampling kiosks across 77 locations in Delhi, the company is evaluating consumer response to its branded powder mixes, which it plans to make more comprehensive in future offering a wider range of flavours.

"We came up with the idea of involving the consumer at a much deeper and greater level, creating a micro-launching in Delhi, with all the elements of a real launch," a company official said.

Coca Cola's jaljeera, mint and ginger powder are inspired by the tendency of consumers', specially in Punjab and Uttar Pradesh, to add salt and various other additives, commonly known as 'masala Limca'.

As part of its test marketing programme, Coke is also carrying out print and radio campaigns while recording consumer response in video to incorporate in the official launch of the Limca Fresh Mix powder.