Competition in the rapidly growing packaged juice market just got fiercer, and category players are pulling out all stops to grab market share. Category leader Maaza, a Coca-Cola India brand, is set to be rolled out in 250-ml PET packs—an SKU the company says will create a new segment in beverage packaging.

Coca-Cola’s other juice brand, Minute Maid, is also being introduced in a similar pack size. Others such as Parle Agro, PepsiCo and Dabur are learnt to be working on a slew of new packaging options and sizes ranging from PET, tetra paks to returnable glass bottles for their respective juice brands.

Priced at Rs 15 each, Coca-Cola’s new SKUs are part of its recently launched Xpress range. The company is supporting the rollout of its new variants with an extensive out-of-home consumption drive with the theme—gulp the pulp on the move.

For Parle Agro, plans are in the pipeline to strengthen the hold of Frooti, available in a plethora of pack sizes, ranging from 65-ml tetra paks to 2-litre PET bottles. Frooti’s newest pack size is 1 litre, in both tetra paks & PET bottles. Declining to get into specifics, a Parle Agro official: “We are working on plans to increase the Appy package portfolio as well.” Appy is Parle Agro’s second biggest juice drink brand. PepsiCo is betting heavily on Tropicana Twister and Slice.

While Twister was introduced in returnable glass bottles this summer, the company had relaunched Slice earlier this year and roped in actor Katrina Kaif to endorse the brand.