Coca-Cola adds Vio in India
Vio marks Coca-Cola India’s entry into the value added dairy category. It is the first ready-to-drink flavoured milk product launched by the company in India. Vio 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 centres in Atlanta and Shanghai. Made from milk sourced from dairy farmers, Vio has been formulated with a blend of saffron, pistachio and almond flavours in 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 200ml aseptic packaging at an attractive price point of Rs 25/-, Coca-Cola notes.
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 flavoured 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 and will be distributed through the system’s strong distribution network – in different parts of the country.”
As part of the pilot launch, Vio is being made available exclusively across 500 Reliance Retail outlets across the country, as of 26 January 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 nine stores to facilitate stronger consumer-product engagement and sampling opportunities.
