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Published on .

(Aug. 14, 2001) CARACAS -- Empresas Polar, the Venezuelan packaged-food giant and Pepsi-Co.concessionaire, has appointed Concept Lowe Lintas to handle the launch business of a new line of fruit juices called Life. No budget was disclosed.

Targeting health-conscious consumers, Polar hopes that Life will shake up the country's flat juice sector, which it already dominates through its juice brand Yukery.

"Consumers have the habit of making drinks at home," said Polar Business Manager Carolina Neda. "We're attacking homemade juice."

The potential for growth in the juice sector is considerable. Venezuelans drink about 380 milliliters of packaged juice per day, almost half the consumption in Columbia (750 milliliters a day).

Life will be available in peach, pear, apple and mango flavors in aluminum cans, an innovation in a sector where bottles are the traditional containers for juices. -- Conrad Dahlson

Copyright August 2001, Crain Communications Inc.

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