Fruit drinks concentrate maker Rasna received Super Taste Award 2008 by the International Taste and Quality Institute (iTQi) Belgium for its brand Fruit Plus, a fruit drink concentrate. Fruit Plus was given this award for its global leadership in sensory analysis. The award was presented by Minister for Food Processing Industries, in Mumbai, in the presence of the president, iTQi, Belgium. "Rasana has gone through various quality check and has always shown dedication towards improving its quality even better, we are proud to call it an Indian drink", said the minister. Highlighting on the growth of food processing sector he said "Food is one such thing that even a common man spends 40-50% of its monthly income which is why many big Indian players are planning to invest in food processing sector at a huge scale that will help nearly 70% of the rural population." Rasana Fruit Plus is the latest introduction and was launched in March 2008. It is a fruit based drink with natural ingredients and costs Rs 3 for a sachet that can make one glass of the drink. Fruit Plus is available in four flavours -- orange, lemon, mango and pineapple. "This award is a reflection of the fact that today an Indian company can compete and succeed in the global market. This makes us much more proud that an Indian company"s product has been chosen for this award by a European institute," The chairman & managing director, Rasana Private Ltd, said while receiving the award. The International Taste & Quality Institute, iTQi, Belgium, is a leading independent Chef and Sommelier- based organisation from Brussels, dedicated to judging, honouring and promoting superior tasting food and drink from around the world. iTQi works in close partnership with 12 most prestigious European culinary institutions and the Association de la Sommellerie Internationale (ASI). In the past, Nestl? Waters, In-Bev, Carlsberg, Carrefour, Kraft Foods, Heineken, Unilever have been given this award. Today Rasana holds 93% of the market share in the soft drink concentrate market in India and about 82% of the in-house consumption of soft drink market. The company also plans to launch its new brand "Exquisite" in Australia in the next three months.
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