August 10, 2014: The number of health conscious people is increasing across the world and so is the demand for fruit juices. As Coconut, pomegranate and lime juice become popular,questions are being raised on its affordability. This has made global FMCG brand Pepsi to look for new juice sources. According to V.D. Sarma, , Vice President for global procurement at PepsiCo India, “Coconut, pomegranate and lime juices are popular, but affordability is becoming a major issue, so we are always looking for new juice sources that are locally produced to help bring prices down for us and for consumers.”
The demand for juice among emerging middle class and new consumers among the world has gone up and this has forced food companies to experiment with flavours and ingredients which go into these juices. Pepsico is planning to introduce cashew juice into the Tropicana label replacing more expensive juices like apple, pineapple and banana. The company feels that since cashew apple is exotic and appealing they would like to sell it as a premium product.
Cashew juice has started selling in nearby countries for example; Cashewy is sold in Thailand, and is promoted by its producer as “the beverage of gods.” Cashew Apples are considered to be high on vitamin C content. It is also claimed that it helps burn fat and enhances sexual performance.
The biggest challenge in bringing out Cashew Apple juice for Pepsico would be the fruit’s quick fermentation and according to V.D.Sarma, “That’s a risk for us – we can’t have Tropicana with alcohol in it.”
