Coca-Cola India has developed a flavored milk called Vio, the company announced today. The milk joins Coke’s beverage roster, which consists of carbonated and still waters, coffees, teas and juices. The 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.
In the United States, Coca-Cola is a partner in fairlife llc, the Chicago-based dairy processor that was named Processor of the Year in 2015 by Dairy Foods.
The following is from a company-issued press release:
Vio flavored 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 centers in Atlanta and Shanghai. 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.
Speaking about the launch, 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 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.