Coca-Cola Brazil launches Fanta Guarana, first heat-certified 100% AmazonThe company's objective to include guarana in Fanta options is to attract more than flavors market consumers.
Fanta has novelty in the family. The second largest brand Coca-Cola Brazil launches Fanta Guarana, the first refrigerant that already comes to market with certification of the origin of guarana 100% Amazon. The company's objective to include guarana in Fanta options is to attract more than flavors market consumers.
The guaraná portfolio of Coca-Cola Brazil has eight brands that meet different demands and layers. Together, are the second segment of guarana, which itself is 50% flavors of soft drinks.
"Our goal is to become a leader Fanta brand. After a five-year period focusing on sponsorship of the World Cup and the Olympic Games through the Coca-Cola brand activation, we announced in 2017 an investment of R $ System 3,2 billion - and we can say that Fanta received a significant share of this value ", Flavio has Camelier, Vice President of Operations for Coca-Cola Brazil.
The new Fanta, comes to the Brazilian market on 15 of June. Zero version of Fanta Guarana, However, It will only be available in September. With this new product, the brand reaches eight types of drink made with guarana 100% produced in the Amazon.
"Fanta Guarana comes to occupy a key place in our business by combining the number one flavor of Coca-Cola Brazil, expert on youth and nationwide, the typical taste of our country and loved by Brazilians ", Complete Javier Rodriguez, Company Marketing VP.
Everything volume purchased from 237 state producers was investigated by an independent source and reference, a Imaflora, evaluating all links of the process, certifying that the raw material is regional.
Besides that, Eyes program with Forest, We support local farmers in the introduction of guarana culture through agroforestry (SAFs). From 2018, already we guarantee the purchase of the first harvests of guarana by these systems.
To learn more about the launch, read here Cristina Ferraz interview, Fanta marketing manager, e Katielle Haffner, marketing manager for guaraná Coca-Cola Brazil.