Pulpy may be an unfamiliar brand in London, New York or Tokyo. But Coca-Cola’s top-selling fruit-based drink is all the rage in Shanghai, Jakarta and Mexico City.
Introduced in China by the Minute Maid unit of the US beverages group and then rolled out across Asia and Latin America, it is now set for launch in other regions, including eastern Europe.
Pulpy is Coca-Cola’s first international product to be developed in the emerging world and make a significant – though undisclosed – contribution to group-wide sales. “This is one of the most successful Coca-Cola innovations of the 21st century,” says Joanna Lu, a Coke marketing director.
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