Coca-Cola ‘plans to enter’ pure dairy segment in India

According to a report in the Economic Times in India, The Coca-Cola Company is working on “an ambitious plan” to enter the country’s pure dairy segment, to compete with Amul, Britannia and Nestlé.

The report suggests that the plan revolves around introducing a non-carbonated version of Coca-Cola’s milk-based beverage brand, Vio.

According to the report, Coca-Cola is working with Schreiber Dynamix Dairies to develop a range of flavours specifically for the Indian market.

“We already have 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 us. It is too early for us to comment on a possible launch of this brand in India,” a Coca-Cola spokesperson said.

Packed in an 8oz alubottle, Vio was first introduced by Coca-Cola North America’s Venture and Emerging Brands unit in 2009 as a carbonated “vibrancy” dairy drink.