Naturally Refreshing – Minute Maid
A diverse range of ready-to-drink juice brand
Minute Maid, a premium juice and juice drink brand, manufactured and sold by HCCB was first introduced in India in 2007. The Company already had pole position in the juice segment with its flagship brand Maaza and Minute Maid added to the gloss. The first variant that rolled out from the Minute Maid portfolio was Minute Maid Pulpy Orange – now India’s number one juice drink in the orange segment. The first batch was manufactured at HCCB’s Ameenpur factory, near Hyderabad.
Today, the Minute Maid range manufactured by HCCB includes variants like mixed fruit, pomegranate, litchi, lemon, tomato, cranberry, mango, grape, guava, apple and much more. Depending on the variant, they can have a little tart, they can be a little sweet, a little pulpy and sometimes gritty. One of its products Apple Sparkle has fizz in it. The company keeps adding new flavor to the ready-to-drink juice portfolio.
A lot of fruits used in making the Minute Maid range of juices are procured from the best locations of India like, Litchi from Bihar and grapes from Tamil Nadu or oranges from Vidarbha. Fruits being locally procured, they help the farmer community. Between Maaza and Minute Maid, the fruit pulp that HCCB procures benefits 2.5 lakh farmers. The initiative is in tune with the government’s vision of doubling farmers income by 2022. As such, HCCB is working with fruit suppliers, processors, and farmers to ensure they are trained on new ways of practising horticulture. This has helped the farmers achieve a significant improvement in the yield.