Coca-Cola HBC is to launch more than 20 different flavors under the Amita fruit juice brand in Greece this year, reinforcing its lead in the sector and in line with the company’s goal of increasing its non-carbonated soft drinks portfolio to 20 percent of its business by 2004. Nayia Kaloyeraki, marketing manager, said Amita products have captured 55 percent of the market since the introduction of the brand. Last year alone, the brand increased its lead by 1.7 percentage points. «Quality and innovation in packaging and flavors contributed to the increased market share,» she said. Non-carbonated soft drinks accounted for 15 percent of Coca-Cola HBC’s business last year, with the company holding a 53 percent market share. The sector is projected to increase its share of total volume to 20 percent in 2004. Coca-Cola HBC last week announced plans to acquire a Polish mineral water company together with The Coca-Cola Company of the US. The water segment made up 9 percent of business last year, with volume up by 38 percent, after the company took over Swiss mineral water business Valser and Romanian mineral water company Dorna and opened a water plant in Hungary. Kaloyeraki said more than 20 new fruit flavors will be added to the Amita product range this year to cater to the different age groups and consumers’ changing needs. Innovative packaging will underline the different market segments. «An aging population, lack of time and growing demand for health products mean consumer needs and demands are increasing and changing,» she said. She added that new products to be launched this year will be targeted at specific segments of the population. Five new flavors, packaged in 250 ml glass bottles and aimed at hotels and coffee houses, will be added to the Amita Classic product range this year. Amita Fun, a children’s product range, will offer three new flavors next month, which will be available in 65 ml, triangular-shaped packages.