Australian Beverage Company FAL to Step into Indian Market

Published By : 17 Aug 2015 | Published By : QYRESEARCH

Flavor and Life Food and Beverages headquartered in Australia is all set to venture into the Indian beverage market. The company, which is part of FAL Holdings in Saudi Arabia, will be launching natural juices under the brand ‘Juiced Up’ and packaged coconut water under the brand ‘Coco Joy’ by the month of October. 

The company, worth US$ 35 million, will also be launching an entire range of coconut products including coconut milk and coconut oil under the brand Coco Joy.

FAL Food and Beverages was launched two years ago and presently has operations in China, Australia, Malaysia, and the United States.

Tim Xenos, chief executive officer of FAL Food and Beverages told PTI that the number of health conscious consumers in India is on the rise, which is driving the demand for fruit juices. He added that the company will be introducing the Indian consumer to their range of natural juices under Juiced Up and the flagship brand Coco Joy beginning in October. 

The chief executive officer added that the company will be investing approximately US$ 3 million to US$ 5 million this fiscal year in order to set up operations in the country.

Business head for FAL Healthy Beverages International in India Jasmeet Khanna said that the juices will be priced at somewhere between INR 60 to INR 80 per can while the coconut water will be priced at INR 60 for a can of 250 ml. 

Khanna said that Flavor and Life will also be launching isotonics, vitamin water, and nutrition bars in India by the beginning of 2016 as part of its product portfolio.

Xenos said that the company will initially be importing its juices from Malaysia, where it invested US$ 9 million for the setting up of a manufacturing unit. He added that the company will consider manufacturing opportunities in India based on its product performance.
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