Minute Maid® Responds Creatively to the Marketplace with New Enhanced Juices, ‘Breakfast Blends’

HOUSTON (March 8, 2007) – Coca-Cola North America announced today the launch of two new Minute Maid product lines. Minute Maid® Enhanced Juices offer consumers functional health benefits, and Minute Maid Breakfast Blends offer retailers and consumers a quality juice beverage at an affordable price point-a critical need with the rising costs of orange solids. Both the Enhanced Juices and Breakfast Blends products will be in stores in early March.

“Seventy percent of U.S. households purchase chilled orange juice, and there are many different needs and lifestyles represented by these consumers,” said Allison Barrett, Minute Maid Senior Brand Manager. “Minute Maid is a category leader in health and wellness, and our new product lines offer consumers great-tasting and nutritious choices whether they seek value, quality and/or nutrition at an affordable price.”

Demonstrating a continued focus on the health-conscious shopper, the Minute Maid Enhanced Juice line offers pure-squeezed orange juice specially designed and nutritionally enhanced to meet consumers’ health needs. The line includes Minute Maid Multi-Vitamin and Minute Maid ActiveT – as well as updated packaging for the popular Minute Maid Heart Wise® variety.

. Minute Maid Multi-Vitamin is enhanced with 16 essential vitamins and minerals and is specially designed to help consumers get nutrition without sacrificing the great Minute Maid orange juice taste.

. Minute Maid Active contains 750 mg of Glucosamine HCl to help support healthy joints.

. Minute Maid Heart Wise is the first and only orange juice clinically proven to help reduce cholesterol. An 8 fluid ounce serving contains 1 gram of plant sterols, or naturally sourced plant extracts.

Minute Maid Enhanced Juices will be offered nationwide in distinctive premium 59-fl.oz. PET bottles featuring an attractive contemporary design and “easy pour” side grip. The distinctive packaging was developed to showcase the fresh taste and high quality of the juice, stand out on the shelf and deliver functionality.

The Minute Maid Enhanced Juices launch will be supported in 2007 with a fully integrated marketing program that includes national print and television advertising, point-of-purchase displays, an interactive Web site, public relations and national in-store sampling programs.

Poor orange crop forecasts in October and continuing orange solids price increases led to the development of Minute Maid Breakfast Blends. Faced with fewer opportunities to offer consumers discounts on orange juice, retailers were looking for a quality juice product that could be featured at an affordable price point.

Minute Maid Breakfast Blends offer healthy breakfast beverage options at a price point attractive to consumers seeking value through quality and affordability. Fortified with 100% Vitamin C, this line of citrus-based beverages contains 32 to 44 percent real juice and is available in three varieties – Citrus, Tropical and Berry. Each variety is a unique blend of fruits and provides consumers a great-tasting, nutritious breakfast beverage to serve to the whole family at a great price.

Minute Maid Enhanced Juices and Minute Maid Breakfast Blends will be available nationally in supermarkets, convenience and other retail stores.
About Minute Maid®

The Minute Maid portfolio of beverages, with more than 100 different flavors and varieties, is produced by The Coca-Cola Company, the world’s leading marketer of premium fruit juices and drinks. To download product photos or for more information visit: www.newproducts.coca-cola.com. In March, additional information about Minute Maid Enhanced Juices and Minute Maid Breakfast Blends will be available at www.MinuteMaid.com.