Coca-Cola will revive Citra, a clear-lime drink it bought from Ramesh Chauhan two decades ago but junked in favour of Sprite, in a move that analysts believe is more to target price-sensitive consumer segments than to unlock the brand's heritage value.
A person familiar with the top beverages maker's plans said Citra will be priced about 20% cheaper than existing lime-lemon drinks such as its own brands Sprite and Limca as well as PepsiCo's Mountain Dew and 7 Up, to target a wider audience and take on smaller brands.
Coca-Cola to revive Citra after 19 years, aims mopping up volumes — economictimes.indiatimes.com — Readability
A person familiar with the top beverages maker's plans said Citra will be priced about 20% cheaper than existing lime-lemon drinks such as its own brands Sprite and Limca as well as PepsiCo's Mountain Dew and 7 Up, to target a wider audience and take on smaller brands.
Coca-Cola to revive Citra after 19 years, aims mopping up volumes — economictimes.indiatimes.com — Readability