Product to be first made available exclusively through Reliance Retail, as part of their Republic Day ‘Big Day’ extravaganza ~
New Delhi, January 26, 2016 – Coca-Cola India, one of the country’s leading beverage companies, today announced the pilot launch of its ready to drink, flavoured milk offering – VIO. The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choice.
The Company’s entry into dairy will lay the foundation for its business’ 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 delicious saffron, pistachio and almond flavors in the respective ‘Kesar Treat’ and ‘Almond Delight’ variants. The product contains no preservatives and promises to provide the consumers with wholesome goodness of milk in every drop and will be made available in the convenient 200 ml Aseptic packaging at an attractive price point of Rs 25/-.
Mr. Venkatesh Kini, President, Coca-Cola India and South West Asia said; “VIO flavored milk, which has been jointly developed in collaboration with our largest bottling partner, Hindustan Coca-Cola Beverages, adds to our ‘Made in India, Made for India’ range of beverage innovations. This product not only promises long term business growth, but also leverages our system’s value chain in procuring ingredients and raw materials from the dairy farming community. We look forward to the consumers’ feedback, which will help us decide on scaling this pilot launch further.”
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. 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”.
As part of the pilot launch, VIO will first be made available exclusively across 500 Reliance Retail outlets across the country, beginning 26th January, 2016 as part of the Republic Day ‘Big Day’ extravaganza. 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 at our 26th January sale”.
Elaborating on the launch strategy and product attributes, Mr. Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca-Cola India and South West Asia said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk power and targeted for consumers’ on–the-go. To ensure that we cater to the target consumers’ preference for products that offer functional benefits and yet are differentiated, we have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce monosyllabic word to the refined and attractive Visual Identity System.
We aim to build higher brand recall and awareness. This will be followed by a strong communication plan which includes digital and print campaigns. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.
About Coca-Cola 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 22 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Limca, Sprite, Sprite Zero, Maaza, Maaza Milky Delite, Minute Maid range of juices, FUZE Iced tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Schweppes, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.
The Coca-Cola India system already provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.
For further information on the company’s India operations and its products, please visit: www.coca-colaindia.com.