Coca-Cola has introduced its Rani Float brand of juice drink to Pakistan, as the company seeks to replicate the product’s success in Middle Eastern and north African markets.
Rani Float is a range of juice drinks containing real fruit pieces, and is available in orange, peach, mango, pineapple, guava and grape varieties. It first launched in Saudi Arabia more than 30 years ago and has now been introduced to Pakistan as the result of a collaboration with Coca-Cola’s bottling partner in the country, Coca-Cola Beverages Pakistan.
An adaptation of the earlier Rani smooth fruit juice range, Rani Float arose out of a partnership between Coca-Cola and Middle Eastern beverage company Aujan Industries.
Rani Float general manager Rizwan Khan said: “The partnership between The Coca-Cola Company and Aujan Industries has created a platform to unlock new opportunities for the Rani brand. Rani Float is a highly differentiated, premium juice drink with real fruit bits that offers a rich, indulgent and wholesome drinking experience to consumers in many flavours of their choice.
“By officially taking over the Rani Float business in Pakistan, we have re-affirmed our commitment to providing a diverse range of value added beverages that meet our consumers’ lifestyles and growing needs. Rani Float is an exciting new addition to our portfolio in Pakistan, which will also add incremental profit for our customers on top of the business they generate from Coca-Cola, Sprite, Fanta, Rani Pulpy and Kinley.”
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