Coca-Cola India Pvt. Ltd. Introduced the Minute Maid Vitingo nutrition drink at just Rs 5. Vitingo is a water soluble powder. With this product, Coca-Cola revives its popular price point that it sopped 14 years ago.
The company aims to reach more people and get more customers. Vitingo will have to compete with Glucon-D by the Kraft Heinz Co. and Dabur India’s Glucose-D, among others.
A fruit juice Aquarius Glucocharge costs Rs 10 for a 200 ml serving while Minute Maid Vitingo sachet will cost you Rs 5 for an 18 gm sachet.
Coca-Cola’s new products will be available at medical store soon. The company said that it plans to make Aquarius Glucocharge a mass brand in the next eight months.
As per Company, Vitingo has been made to meet the issues of micronutrient deficiency and malnutrition in India.
Meanwhile, the Company doesn’t plan any other products in the Rs 5 price range. Coca-Cola is also looking to re-enter the dairy segment by the end of the year.
The Company who makes Thums up, Coca Cola, Minute Maid Juice and Kinley water may have a separate distribution model for the new product line.
As per Company’s estimate, at Rs10, Aquarius alone is expected to get 5-7% more consumers to Coca-Cola’s reach in the foreseeable future.
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