Coca-Cola launches another drink just for China

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BEIJING -- The Coca-Cola Co. plans to launch a new soft drink - a Chinese iced tea - in China this year in a effort to adapt its beverages to the taste buds of local consumers. Last year the Coca-Cola Co. went outside its stable of global carbonated soft drink brands to launch the fruit juice drink Tian Yu Di (Heaven and Earth), specifically for the Chinese market.

Lo Bing-Chung, vice-president of Coca-Cola China Holdings Ltd., confirmed that the company is launching a new iced tea, but declined to say when the product will launch, reveal the brand name or describe the drink in detail. However, there are unconfirmed reports that the drink will be a mixed tea instead of pure green tea or a pure black tea.

The Coca-Cola Co. markets tea drinks in Japan, Hong Kong and Taiwan, but the company says that its experience in those markets can only be used as a reference point. The U.S. multinational will study the habits and tastes of Chinese consumers to meet their needs.

In addition, Coca Cola also plans to launch soy milk drink in the Chinese market.

Copyright February 1997, Crain Communications Inc.

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