Parle Agro re-enters cola mkt after 20 yrs

Parle Agro, better know for its popular mango drink Frooti, on Tuesday said it was re-entering the Rs 15,000-crore Indian cola market after two decades with the launch Cafe Cuba - a coffee-flavoured carbonated drink.

Parle Agro, better know for its popular mango drink Frooti, on Tuesday said it was re-entering the Rs 15,000-crore Indian cola market after two decades with the launch Cafe Cuba - a coffee-flavoured carbonated drink.

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The company had sold its carbonated soft drinks brands Thums Up, Limca, Gold Spot and Citra, to Coca-Cola in 1993 and had also signed a non-compete agreement for 10 years.

The company plans to roll out Cafe Cuba by January or February next year. It will be priced at Rs 20 for a 250 ml can and Rs 15 for 250 ml in a PET bottle. The product will also be available in 500 ml and 1 litre.

"The vision is to create a differentiated product," said Prakash Chauhan, chairman and MD, Parle Agro.