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Coca-Cola launches ‘Thums Up Charged No Sugar’, ties-up with Marvel Avengers

In what could be termed as good news for the fitness freaks, Coca-Cola India has launched a new variant called Thums Up Charged No Sugar in the country.

The variant was launched as a part of its global strategy to offer more choices to consumers and to extend its ‘zero’ or low-calorie beverage portfolio.

According to a Livemint report, this will be the fourth ‘zero’ sugar carbonated beverage, and first Indian Cola brand to have ‘no sugar’ from Coca-Cola in India.

Vijay Parasuraman, Vice-President, Marketing, Coca-Cola India and South West Asia, said: “Thums Up is the largest cola brand in the country and we believe Thums Up Charged No Sugar will help take the diets and lights sparkling drink segment to the next level. We believe this no-sugar variant will cater to a much larger audience.”

Moreover, the beverage manufacture company has also entered into a brand association tie-up with the Hollywood movie ‘Avengers: Infinity War’ for Thums Up Charged No Sugar in India.

As a part of the association, the company aims to promote the newly introduced beverage.

“We have tied up with Marvel’s Avengers: Infinity War slated to be released in the last week of April. We will leverage this brand tie-up to launch Thums Up Charged No Sugar cans with innovative packaging featuring the characters,” Parasuraman added.

The company aims to focus on the metros and urban region. The product will have a significant presence in the modern trade and at the high-value grocery stores.

Last year, the company had said that it aims to make the 40-year-old Thums Up, a billion-dollar brand by 2020.

Coca-Cola first launched its flagship low calorie drink – Coca-Cola Zero or Coke Zero in September 2014. The other no-sugar products in the company’s India portfolio include Diet Coke, Coca-Cola Zero, Fanta Zero and Sprite Zero.


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