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FAL launches Coco Joy range of natural coconut water, products in India
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Thursday, 20 August, 2015, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Flavors And Life (FAL) Food and Beverages launched its flagship brand Coco Joy in India recently.
Coco Joy is a range of natural products made from the goodness of coconut. The company will also be introducing juices, vitamin water, isotonics and nutrition bars in India in the next few months.
The company is part of FAL Holding – Saudi Arabia, an international conglomerate of 75 companies, spanning 17 countries in the Middle-East, Australia, the Americas and Europe, with a dedicated workforce of over 5,000 people.
The global brand ambassador of FAL is Sir Vivian Richards, the former West Indies cricket player. He states, “I am very privileged to board with FAL, and I am privileged because I have grown on an island where coconut was easily available. I have grown drinking them, and I am happy that now everybody can taste coconut and get familiar with the nutrition, vitamins that we get from coconut.”
He adds, “ All Coco Joy products are not only delicious but packed with the goodness of fresh coconuts. This means Coco Joy products are naturally low in calories and full of nutrients and minerals, making them ideal for active bodies.''
He further states, “I am the brand ambassador of something that I am born with and I also think as they say, it is 100% natural with no added preservatives and sugar. ''
Jasmeet Khanna, business head, FAL, India, is optimistic, “India is most important market, the landscape of the beverage industry has changed and there is great scope to enter the Indian market.''
Tim Xenos, global CEO, FAL Food and Beverages, states, “Since our inception, we have effectively made alternative healthy food and beverages choices easier for the consumer, creating not just new categories, but also a new consumer mindset. Coco Joy focusses on natural and healthier coconut water, it provides innovative, great tasting, high quality products that means our offerings are not only consistently delicious, they are also nutritious, convenient and produced with sustainability in mind.”
He adds, “When we launch Coco Joy, people say its coconut water, but it is not just coconut water, it is a coconut brand. We are into plantations and have spent lot of money into research and development, so coconut fruit is used for everything like for oil, cosmetics, milk, water, flavoured water, sugars, flavanoids, coconut chips. So the brand will expand as we get the regulations to start in India.''
With regard to launching of coconut water in India, he states, “That’s a challenge, in India you grow up with coconut, our board members are from India, they all did. But it is different to have coconut from a tree and from the street, so people will go with the packaged product. We cannot walk to a super market or travel in train with the whole coconut so people will prefer packed, so it is an option and people will move to it.”
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