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Coke launches boutique juice Down Under

Keri Juice BlendersAmerican drinks giant Coca-Cola is moving to bolster its non-carbonated range Down Under, announcing the launch of its boutique juice brand, Keri Juice Blenders, in the local market.

The range of fruit and vegie juices are now available in major grocers and food outlets, and will provide an alternative vertical for the brand amid a decline in the popularity of traditional soda products.

Coke said the decision is a play to capitalise on the local juice trend, with flavours like orange, apple, carrot, lemon, ginger, beetroot, blackcurrant, pomegranate, hibiscus, pear, cucumber, kale and ‘Gardena extract’ all in the mix within 300ml bottles.

A smaller range of 250ml fruity drinks will also be launched, which are 25 per cent, rather than 99.9 per cent, juice – flavours include Orange, Apple and Apple & Blackcurrant.

“Launching Keri Juice Blenders in Australia is a major move for the business and offers an exciting new option for health-conscious consumers to enjoy a vibrant and great-tasting product,” Keri Juice Blenders’ brand activation manager, Kate Solomon, said.

The launch will be supported by a marketing campaign that includes in-store activations, multimedia advertising, Facebook livestreams and sampling installations in Sydney and Melbourne.

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