As the world’s largest beverages maker, Coca-Cola continues to look beyond sugary sodas, it launches nutrient-based and rehydration drinks in India after launching herbal tea in Thailand, cocktail mixers in Spain and alcoholic drink in Japan.
The maker of Coke launched Minute Maid Vitingo, a Rs 5 sachet of an instant drink mix fortified with vitamins and micro-nutrients “to address the issue of malnutrition”; and Aquarius Glucocharge, a glucose drink to combat exhaustion and dehydration, priced at Rs 10 for a 200 ml pack.
Vitingo is fortified with iron, zinc, folic acid and vitamins A, B2, B12 and C.
Glucocharge will help in rehydration in the nation’s predominantly hot tropical climate.
Vitingo and Glucocharge are among the many launches Coca-Cola plans, especially in juices. The maker of Maaza mango drink is testing a fruit juice-infused Fanta in Gujarat, T Krishnakumar, president at Coca-Cola India and South West Asia, told BloombergQuint. There will be more fruit drinks, he said.
Coca-Cola plans to invest Rs 11,000 crore in what it calls creating a ‘Fruit Circular Economy’ that will help it procure fruit pulp and juices locally and also create infrastructure to support it. Krishnakumar indicated that a local variant of Minute Maid using domestic oranges—called Minute Maid Santra—is also expected to hit the market soon.
We are also working on introducing frozen fruit pulp soon which will not have any dairy product or sugar added to it, said T Kirshnakumar, President Coca-Cola India and South West Asia.