Soft drinks giant Coca-Cola has unveiled plans to launch its own range of orange juices.

The new brand, Simply Orange, will compete with pulp-heavy health beverages like Tropicana, owned by rival PepsiCo. Coke intends to erode Tropicana’s 39% share of the $3.1 billion market in orange juice drinks.

Simply Orange will be produced and sold via Coke’s Minute Maid unit, which already manufactures orange beverages from concentrate. The drinks titan announced it will begin marketing the new range in the north-eastern US in May.

News source: The Times (London)