Coca-Cola India Launches RTD Flavored Milk
Coca-Cola India has now launched its flavoured milk offering - VIO, in Bengaluru. The new offering further expands Coca-Cola's existing portfolio of beverages, providing consumers more choice.
The company's entry into dairy lays the foundation for its business's 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 flavoured 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 in the respective 'Kesar Treat' and 'Almond Delight' variants. The product contains no preservatives and will be made available in 200 ml aseptic packaging.
As part of the launch, VIO is first being made available exclusively across 500 Reliance Retail outlets across the country. Reliance Retail will build awareness about the product through special promotions, sampling the product to its regular consumers at part of the 'loyalty program', eventually extending the offer to all consumers. They will also be setting up special 'VIO Dairy Zones' across 9 stores to facilitate stronger consumer-product engagement and sampling opportunities.
Mr. Damodar Mal , CEO, Reliance Retail said, "At Reliance Fresh supermarkets, our customers always look for healthy foods that can be fun too! We are excited that a trusted food major like Coca-Cola is bringing a fun milk drink VIO. With Reliance Fresh's reach and an exciting launch plan, VIO flavoured milk will find over 2 lakh new homes through our stores."
The company's entry into dairy lays the foundation for its business's 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 flavoured 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 in the respective 'Kesar Treat' and 'Almond Delight' variants. The product contains no preservatives and will be made available in 200 ml aseptic packaging.
As part of the launch, VIO is first being made available exclusively across 500 Reliance Retail outlets across the country. Reliance Retail will build awareness about the product through special promotions, sampling the product to its regular consumers at part of the 'loyalty program', eventually extending the offer to all consumers. They will also be setting up special 'VIO Dairy Zones' across 9 stores to facilitate stronger consumer-product engagement and sampling opportunities.
Mr. Damodar Mal , CEO, Reliance Retail said, "At Reliance Fresh supermarkets, our customers always look for healthy foods that can be fun too! We are excited that a trusted food major like Coca-Cola is bringing a fun milk drink VIO. With Reliance Fresh's reach and an exciting launch plan, VIO flavoured milk will find over 2 lakh new homes through our stores."