The Minute Maid Company Launches Hi-C Fruit Drinks With Calcium; Expands Calcium-fortified Product Offering in the Kids' Beverages Category

HOUSTON, Jan. 6 /PRNewswire/ -- To continue leading the growth in the kids' beverages category, The Minute Maid Company is expanding its line of nutritionally enhanced fruit beverages by adding calcium to Hi-C� fruit drinks in drink boxes.

Hi-C was the fastest growing national brand in the aseptic category, followed closely by Minute Maid�, through the first 11 months of 1999.(1)

``With the addition of calcium to Hi-C fruit drinks, we expect retailers will see increased sales in the aseptic category, just as they have with Minute Maid fruit juices and drinks in drink boxes during the past year,'' said Joe Scalzo, senior vice president and chief marketing officer, The Minute Maid Company.

Minute Maid fruit juices and drinks in drink boxes, which were fortified with calcium in August 1998, were an immediate hit with consumers and retailers. During the first six months on shelf, sales of these products increased 74 percent vs. the prior six-month period. In addition, share of sales for Minute Maid (all drink box varieties) was up 5 points to 12.4 percent.(2)

New Hi-C fruit drinks in drink boxes provide 10 percent of the recommended daily intake (RDI) of calcium and 100 percent of the RDI of vitamin C. During the six-month introductory period, 10-packs of Hi-C fruit drinks will feature a cartoon cow with the message ``Hey Look! Now a Good Source of Calcium!''

Hi-C flavors include Boppin' Berry(TM), Cherry, Fruit Punch, Grape, Orange, Pink Lemonade, Strawberry Kiwi, Tropical Punch, Watermelon Rapids(TM), Blue Cooler(TM) and Ecto Cooler(TM). Hi-C fruit drinks are available in 10-packs of 200-mL aseptic packages.

The Minute Maid Company created the calcium-fortified orange juice segment in 1987. Today, Minute Maid leads the calcium-fortified orange juice segment with nearly half of all sales.(3) The Minute Maid Company offers the only nationally branded calcium-fortified fruit juices and drinks in the kids' beverages category.

The Minute Maid Company, the world's leading marketer of premium fruit juices and drinks, is an operating group of The Coca-Cola Company and the flagship of its worldwide fruit beverage business.

    "Minute Maid" and "Hi-C" are registered trademarks of The Coca-Cola
Company.
    

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