Kraft Venezuela adds low cal powdered drink

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CARACAS--Kraft Foods Venezuela continues its drive to build and dominate the powder-based soft drink market with the launch of zero-calories Clight. According to the group manager for the segment, Juan Carlos Gonzales, Kraft, with Tang and Kool-Aid, already has 80% of the powder-based market.

Encouraged by recent successful experiences with Clight in Argentina and Mexico, along with consumer preference studies in Venezuela, Kraft estimates sales of the envelopes containing tangerine, orange and pink grapefruit flavors at a total 140 tons in Venezuela during 1999. The powder-based soft drinks segment, which grew 80% in 1998 over 1997, accounted for 20% of the profits of Kraft Foods Venezuela last year.

Copyright June 1999, Crain Communications Inc.

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