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Coca-Cola Launches New Fanta Variant With Certified Sicilian Oranges

By Branislav Pekic
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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.

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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

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