Coca-Cola has launched a new limited edition variant of Fanta derived from Sicilian Red Oranges.
The Fanta Aranciata Rossa Zero Zuccheri uses 'Arancia Rossa di Sicilia IGP' locally-sourced oranges, managed by the Consortium for the Protection of the Sicilian Red Orange PGI.
According to Coca-Cola, Fanta Aranciata Rossa represents a tribute to the Italian origins of Fanta, which was born in Naples in 1955.
The new launch is also important for the Consortium, because this is the first time that a product of a large multinational has been labelled with the Protected Geographical Indication (IGP) mark of origin.
Annual Purchase
Every year, Cola-Cola buys more than a third of the production of Sicilian oranges for processing and the juice comes exclusively from five Sicilian suppliers who have been working with the company for decades.
In addition, more than half of the juice purchased by Coca-Cola in Italy – including apple, pear and lemon – is also used to produce other Coca-Cola products across Europe, thus contributing to the export of Italian raw materials.
Range Expansion
According to Marco Pesaresi, Sales Director Coca-Cola HBC Italia, the new product is part of the company’s strategy to continuously expand its range.
Agriculture is the main economic activity in Sicily, with a production of 2.1 million tonnes, 1.4 million of which are oranges. Since 2014, the Coca-Cola Foundation is funding a project promoted by the Citrus Productive District of Sicily, which aims to bring together and enhance all types of quality citrus fruits, both fresh and processed.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
