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Brazil’s Citrosuco NFC Orange Juice To Launch In China

June 1, 2020: 12:00 AM EST
Brazilian orange juice supplier Citrosuco and Chinese premium juice company Zero Degree Fruit Shop are partnering to launch Citrosuco’s Mombuca in China. Mombuca is marketed as a unique variety of “not from concentrate” (NFC) juice from Brazil with a balanced taste between acidic and sweet. NFC is a small category in China, competing with fresh fruits and artisanal freshly squeezed juices (not commercially packaged). NFC is seen as a high-end drink for tier one and tier two white collar workers and mostly sold at convenience stores. Euromonitor pegs retail sales of NFC juice in China at $690 million by 2023. A smaller company than Nongfu Spring, Zero Degree is said to be more agile and bolder in experimenting with new flavor and taste.[Image Credit: © Citrosuco]
Hope Lee , "Brazil’s Citrosuco introduces new orange juice to China", IEG Vu, June 01, 2020, © IHS Markit
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