Coca-Cola India has entered the value-added dairy segment with its flavoured milk product Vio. It believes this will be the next growth pillar for the company after sparkling drinks, water and juices. This is a strategic move as the dairy segment offers a huge opportunity considering that India’s average per capita consumption of milk is high and comparable to global averages. The company’s move is focused on tapping into the demand for value-added dairy products in the country, which is still a small segment of the overall dairy category. Vio flavoured milk has been developed specifi cally for the Indian palate at Coca-Cola India’s R&D centre in Gurgaon with inputs from the R&D centres in Atlanta and Shanghai. It will be available in two fl avours — Kesar Treat and Almond Delight. For now, Vio is being manufactured by the company’s co-packer, Schreiber Dynamix Dairies Pvt. Ltd, and will be distributed through Coca-Cola’s distribution network. Coca-Cola India will continue to look at partnerships with well-entrenched dairy companies for sourcing and collection of milk, as the company wants to focus on leveraging its strength in branding, packaging and distribution.
(Source: Business Line, February 3, 2016)