Since 1983, he has been flavoring breakfasts, at school, at work, on the road, in his spare time. Amita, the first packaged juice produced in Greece, completes this year’s 40 years of dynamic presence at the family table, in the car, at the picnic and, of course, in the market. For four decades, it has retained the same recipe that propelled it to the pinnacle of consumer preference and made it a great bottled juice product. Selected raw materials from superior fruit varieties to ensure the highest standards of quality and safety, no preservatives, excellent bottling processes promising high quality, great taste, a pleasant experience and vitamin intake that contribute to a balanced diet.

Inspiration from nature with an eye on the future

The product range includes a wide range of flavors and valuable nutrients. In total, there are three categories of packaged Amita juices: 100% natural fruit juices, nectars and fruit drinks. Its juices do not contain preservatives and can be kept out of the refrigerator before opening without the risk of spoiling thanks to their pasteurization and Tetra Pak® paper packaging.

Amita continues to draw inspiration from nature and is guided by a sense of love and care for consumers, but at the same time manages to constantly innovate, innovate and create new taste offerings for consumers of all ages. Options such as Amita Motion Multivitamin Juice, Amita Fun Baby Juices, and Amita Free Juices with no added sugar and stevia plant sweeteners are just some of Amita’s innovative offerings over the years in the Greek market.

A nostalgic look at the Greek consumer’s relationship of love and care during these 40 years unfolds in his new, anniversary TV juice campaign, which, as the video notes, confirms that “no matter how life changes, its taste remains natural.” unique”.

Caring for the environment

At the same time, Amita cares about its environmental impact. The company uses 100% recyclable packaging throughout its portfolio and in 2022, the first in the packaged juice industry in Greece, it introduced non-removable lid packaging across its entire portfolio. The new non-removable lid makes it easier to collect and recycle all of your packaging, helping to reduce the amount of waste that doesn’t get recycled. The new lids are practical and easy to use, and help recycle 193 tons of plastic.

Innovation and uniqueness in every sip

Amita is part of the wider Coca-Cola Tria Epsilon value chain, a chain of suppliers, partners and customers that positively impacts internal operations and the economy. All Amita products are manufactured at Coca-Cola Tria Epsilon’s Schimatari Mega Plant, Greece’s largest soft drink and juice plant. From there, they reach every corner of Greece, to more than 113,000 Coca-Cola Tria Epsilon outlets, with all the love, passion and passion of their people, who care every day to ensure that every juice is of excellent quality. Because every moment hides a sip of Amita, a sip of 40 years of uniqueness, pioneering and innovation.

History at a glance

1983: Amita is launched, the first packaged juice in Greece, which has won the favor of the Greeks for its delicious taste and consistent quality.

1993: Amita launches Amita Motion’s first multivitamin juice, which is the Greeks’ first multivitamin juice of choice.

1995: Amita is the first to be released in a package with a lid. Scissors are no longer needed to open the juice.

1998: Amita launches Amita Fun, the first children’s juice.

2020: Amita launches her Amita Free, a new line of products that follow the “no sugar” trend, no added sugar and sweetened with the stevia plant in three new flavors.

2022: Amita is the first bottled juice with a non-removable lid on the Greek market.