Beverage giant Coca-Cola is planning to enter the pure dairy segment with the introduction of its global milk-based beverage brand Vio in India.
The company already has an offering in the dairy space — Maaza Milky Delite — which has a presence in select markets. Vio is a global brand and is, therefore, an option available to the company.
The company’s move to tap the dairy market comes as fizzy drink sales have been struggling in the past. While aerated drinks are a Rs 14,000-crore category, they are driven by seasonality and remain an indulgence consumption. Packaged dairy is a Rs 75,000-crore market in which packaged milk alone contributes as much as Rs 50,000 crore.
Vio, introduced by the beverage giant in 2009 as a carbonated ‘vibrancy’ dairy drink, comes with skimmed milk and flavours such as citrus, peach and berry and is positioned as a drink free of preservatives and fortified with vitamin C.