Coca-Cola India, one of the country’s leading beverage companies, has entered the dairy segment by launching its ready-to-drink flavoured milk – VIO.
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.
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.
T Krishnakumar, CEO, Hindustan Coca-Cola Beverages, 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 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.
Damodar Mall, 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."
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.