Coca-Cola India launches flavored, ready-to-drink milk
Coca-Cola India, one of the country's leading beverage companies, has launched a ready-to-drink flavored milk product, VIO.
According to Coca-Cola, the company’s entry into the dairy market lays the foundation for its next growth pillar after sparkling, water and juices. Its portfolio currently includes Maaza and Minute Maid juice drinks, Kinley packaged water, Schweppes tonics and mixers, Georgia tea and coffee, FUZE iced tea, and a range of sparkling beverages. The introduction of VIO follows the launch of FUZE iced tea in 30 cities, last year and the launch of Coke Zero in late 2014.
VIO flavored milk has been developed specifically for the Indian palate at Coca-Cola India’s R&D center in Gurgaon with inputs from the R&D centers in Atlanta and Shanghai. Made from milk sourced from dairy farmers, VIO has been formulated with a blend of saffron, pistachio and almond flavors. The product contains no preservatives and will be made available in 200 ml aseptic packaging.
Speaking about the launch, Mr. T. Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt Ltd said, “Dairy is a category which is firmly rooted in Indian tradition and enjoyed greatly by consumers since time immemorial. As we venture into this important segment, our intent is to make VIO easily accessible to the consumer,” says T. Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt Ltd. “As part of the phased pilot launch, VIO flavored milk will first be made available in the top metros across the country, through modern trade outlets and e-commerce platforms and eventually expanded to traditional trade as well. The product is being manufactured by our co-packer, Schreiber Dynamix Dairies Pvt. Ltd and will be distributed through the system's strong distribution network — in different parts of the country.”