As reported on FoodBev.com last December, The Coca-Cola Company has now begun its “ambitious plan” to enter India’s pure dairy segment, to compete with Amul, Britannia and Nestlé.
Coca-Cola’s Vio brand – the company’s first ready-to-drink flavoured milk product in India – will make its debut across the country in February, but for now the beverage company is working with Reliance Retail as part of a pilot launch to make the brand available exclusively across an initial 500 stores.
“We have been getting into new categories and we will be getting into sparkling drinks with juices. We are now getting into the dairy segment with Vio in two flavours in the value-added dairy category,” Coca-Cola India and South West Asia president Venkatesh Kini told reporters.
The company has tied up with Schreiber Dynamix Dairies Pvt Ltd, which will manufacture the product using milk sourced from Indian dairy farmers.
Vio will be available in Kesar Treat – a blend of saffron, pistachio and almond flavours – and Almond Delight variants.
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