INDIA: Coca-Cola enters dairy sector with new drink
Coca-Cola will launch a new dairy drink across India
Coca-Cola Co. is entering India's dairy sector with a milkshake extension of its popular Maaza Mango juice brand.
The Maaza Milky Delite milk drink contains mango pulp and reconstituted milk, an ingredient used in the dairy sector to ensure product longevity, a spokesperson for Coca-Cola's Indian arm in New Delhi said. The milk comes from existing, unnamed manufacturers.
Due to launch nationwide in the next few months, Maaza Milky Delite will be priced around USD0.25 for a 200ml carton through Coca-Cola India's existing retail network.
The pan-India product is a refinement of Maaza Milky Delite that had been trialled in Kolkata.
"Initially it required cold chain, which was not a viable option given the current infrastructure in India, but with some changes in the formula it is now suitable for normal weather conditions," the spokesperson told just-food.
The phased launch across India will start from West Bengal and will target young adults.
"It will appeal to those who love traditional mango milkshakes," the spokesperson said.
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