Coca-Cola enters into dairy-based beverages segment in India
Coca-Cola India forayed into the dairy segment with the launch of milk-based beverage, Maaza Milky Delite which is a blend of mangoes and milk developed in its Research & Development laboratory in Gurgaon, India.
The company said that the launch will further strengthen the brand 'Maaza' in the country.
As part of a phased launch, Maaza Milky Delite will be manufactured at the Taratala bottling facility Diamond Beverages in Kolkata and will be made available to consumers through select channels and outlets in Kolkata - to be subsequently rolled out nationally later this year.
The product is priced at INR15 for a 200-ml tetra pack which will be made available across 3,000 outlets in the city.
Coca-Cola India vice president marketing Ricardo Fort said that the company is constantly evaluating and exploring opportunities to expand and further diversify its beverage portfolio.
“This latest innovation has been developed at our Research & Development laboratory in Gurgaon. As part of the phased launch, Maaza Milky Delite would be first made available to consumers in the city of Kolkata, followed by a
nation-wide launch later this year,” Fort said.
Coca-Cola India is sourcing the reconstituted milk and the mango pulp (Totapuri and Alphanso varieties) used in the manufacture of Maaza Milky Delite from suppliers within the country.
Prior to bringing the the new beverage into the market, Coca-Cola India has also developed a special 'Cool Chain' from the production plant to the distribution system, right down to the retailer. In addition, special training sessions have been organized for educating the sales team and retailers on product handling such as not to store Maaza Milky Delite in conditions where the temperature is over 30 degrees Celsius.
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