‘MAAZA MILKY DELITE’

Developed at the India R&D center of Coca-Cola, Maaza Milky Delite provides more options to mango lovers
The launch of Maaza Milky Delite further broadens the Coca-Cola India product portfolio which has a suite of “Made in India, Made for India” offerings

Chandigarh, 13th August, 2014: Coca-Cola India, one of the leading beverage companies in the country, today announced the launch of Maaza Milky Delite – a new innovation from the country’s favorite beverage brand Maaza. Staying true to Maaza’s commitment of offering consumers a best in class mango experience, Maaza Milky Delite is a beverage made of juicy mangoes combined with delicious richness of milk solids. The product seeks to expand Maaza’s range of mango offerings and provide more choice to the mango lover with new and unique ways of enjoying their favourite fruit.

Maaza Milky Delite has been developed specifically for the Indian palette at Coca-Cola India’s R&D center in Gurgaon. With the launch of this product in Punjab, consumers now have a wider choice of Coca-Cola products spanning from Minute Maid range of juices to Maaza and from Limca to Thums Up and Coca-Cola in the sparkling segment. The Company’s portfolio also includes the Kinley packaged water brand, Georgia range of tea and coffee, BURN energy drink and other products.

The product was launched by Mr. Neeraj Garg, Vice President, Juices, Coca-Cola India and Mr. Ashish Sethi, CEO, Kandhari Beverages – an authorized franchise bottler of The Coca-Cola Company in Punjab, India.

Launching the new product, Mr. Neeraj Garg, said, “Maaza Milky Delite brings to consumers a distinct offering that builds on the great taste of Maaza and combines it with the richness of milk solids. As an option, this combination has been a part of Indian households for many years. What we now bring to the market is this amazing fusion of mango and milk as a standardized, safe, hygienic and consistent offering. This also adds to our existing portfolio of world class products thereby offering more hydration and nourishment choices to our consumers. We are glad to have this opportunity to do the first full-fledged launch this product in Punjab – a land that has made several contributions to the food palette of the nation”

In his message celebrating the launch of Maaza Milky Delite, Mr. Asim Parekh, Vice President, Technical and Supply Chain, Coca-Cola India and South West Asia, a person who played a key role in conceptualizing and creating Maaza Milky Delite, said, “I must thank our consumers for helping us create this magical fusion of Maaza and milk solids. The research and development on this product first started when we saw a housewife in Kolkata mixing Maaza with generous portion of milk, and serving it as a delicacy to us – the guests. It just tasted great. Since then, we wanted to create that same taste in a very sanitized and hygienic set up, and put the beverage in a pack that was handy and convenient thereby making this fusion available to consumers across India. I am glad that this journey has begun in Punjab and hopefully we will be able to scale it to other parts of the country shortly.”

The new product will be available in 200 ml TetraPak at a price of Rs 25. The latest innovation by Coca-Cola India is targeted at consumers across all age groups offering them a delicious and yummy twist to your favourite mango drink.

According to Mr. Ashish Sethi, “To ensure that we reach our consumer-base in Punjab, we will be rolling-out an intensive 6-weeks integrated marketing campaign across all major cities including Chandigarh, Ludhiana, Amritsar and Jalandhar. We will also be sampling over 200,000 units of this great tasting product to consumers across various touch points. This product has the makings of an Indian classic, given that we have always loved mango milk shakes as a proposition. Maaza Milky Delite is a similar delicious fusion of mango and milk solids in a safe hygienic and convenient package.”

The mango pulp for Maaza Milky Delite will be procured locally from Jain Irrigation Ltd. The reconstituted milk is being sourced from different suppliers in the country.

Coca-Cola India’s Maaza is the market leader in the juice drink segment. With the launch of Maaza Milky Delite, Coca-Cola India expects consumers to give this the same patronage as they have given to Maaza over the last 38 years.

About Coca-Cola in India

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has gone on to establish an unmatched portfolio of beverages; refreshing consumers with its leading beverage brands like Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.

The company has now built a solid foundation for is on a clear march toward sustainable profitable growth, having registered 32 consecutive quarters of growth, 20 of them being double digit. It believes in the long term growth potential of the country and the Coca-Cola India system has already committed an investment of US$ 5 billion in its operations till 2020, starting 2012. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.

With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and contribute to the development of the communities where we operate. Some its Company’s flagship community development programs include the “Support My School” program, the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20 campaign etc.