Should Kraft Foods Brazil really have introduced a new drink at all?
Kraft Food Brazil, a subsidiary of Kraft Foods Global Brands, has recently introduced a new drink mix. The drink mix is called Tang Watermelon, which is the newwest flavor in the ever-expanding Tang family. Hopefully, the new drink will be quite well received. The decision of including watermelon in the portfolio is due to the success achieved in the Tangolé limited edition, the two-in-one version of Tang that can be prepared as a drink or a popsicle. Watermelon Tangolé was the most consumed among three other choices offered to consumers. For this reason, the watermelon flavor is now part of the traditional line of powdered drink mixes of the company. With the release, Kraft Foods Brazil intends to further increase the Tang brand leadership in powdered drink mixes market, position that the company occupies for 31 years. Today, Tang has 19.2% participation in volume and 29.5% in value (Nielsen May ’09). The product can be found in the main markets of the country, except in the North and
