Coca-Cola, a prominent beverage company, is preparing to introduce its international brand “Vitaminwater” to India in an effort to expand its line of high-end hydration products in the non-sparkling market.
Most likely, the debut is scheduled for the end of the year. According to sources, the business would prioritize launching the “Vitaminwater” portfolio in bigger cities, most likely starting with the rapid trade channel.
In the United States, “Vitaminwater” is offered in a number of fruit-based flavors under the names “energy,” “refresh,” “essential,” and “focus,” among others. There are also sugar-free varieties in the inventory.
What is Vitaminwater?
As its name indicates, Vitaminwater is water enriched with vitamins and minerals. Coca-Cola claims it adds natural colors and flavors as well.
However, Vitaminwater is also loaded with added sugar particularly fructose, which is linked to various health problems when consumed in excess.
Vitaminwater also has a “Zero” product line that has no added sugar. Instead, it is sweetened with erythritol and stevia.
1 bottle of Vitaminwater has 120 calories and 32 grams of sugar.
Timely Plan
The strategy to introduce the line of nutrient-enhanced water beverages coincides with a significant increase in premium products across all categories for FMCG companies.
Modern commerce networks and the internet are driving this. Actually, consumer product companies have had to adjust their strategy to offer more high-end products in metropolitan areas as a result of the growth of rapid commerce channels.
Coca-Cola India has also been concentrating on quick-commerce-first product releases, such “Honest Tea,” a ready-to-drink tea beverage, in accordance with shifting industry channel dynamics.
According to the company, which launched the product late last year, Makaibari Tea Estate, which is owned by Luxmi Tea Co Pvt Ltd, is the source of the organic green tea used in it.
Consumer Interest
Responding to businessline’s emailed queries, Ruchira Bhattacharya, Senior Director, Marketing – Hydration , Sports and Tea Category, Coca-Cola India and South West Asia said, “Research indicates that consumers today have diverse needs, and Coca-Cola is dedicated to offering products that align with the active lifestyles and evolving preferences of consumers.
“Our vision as a total beverage company is to meet these evolving preferences. Beverages like ‘Vitaminwater’ and ‘Honest Tea’ cater to the emerging segments in the hydration range of offerings by delivering both functionality and taste across diverse consumption moments.”
The company, however, did not comment on timelines for the launch of ‘Vitaminwater’ in India.
“Through a targeted approach and continued focus on meeting consumer demand in quick commerce platforms, we are committed to ensuring greater accessibility and convenience for our key consumer segments,” she added.
Working of Coca Cola in India
The leading rapid commerce systems have been working closely with the beverage major.
In order to meet the needs of the rapidly expanding quick commerce channel, it has been concentrating on providing customized pack sizes and adjusting its supply model in real time for speedy delivery experiences.
Recently PepsiCo and Coca-Cola to launch affordable soft drinks to compete with Reliance’s Campa.
Coca-Cola is increasing the distribution of glass bottles that can be returned for Rs 10 and are mainly aimed at tier-2 markets, according to two informed executives.
Date : 16th November 2024
Time : 10:00 AM – 05:00 PM
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