Coke Launches its New Non- Carbonated Drink Aquarius
India:
Coca-Cola India expands its portfolio by
launching its new active hydration beverage Aquarius, a lemon flavored non-carbonated
drink. The company sells brands such as Kinley packaged water, Schweppes brand
of sodas, Georgia tea and coffee, Maaza and Minute Maid juice drinks, Fuze tea,
and colas such as ThumsUp, Limca, Fanta, Coca-Cola, Sprite Coca-Cola Zero and
Diet Coke. The new non-carbonated drink contains low calorie as well as
calcium, sodium and potassium and will be available at USD0.46 (Rs.30) for
400ml. Moreover, the lime-lemon segment has almost caught up with colas overall
in size wise according to industry estimates.
The
company, has recently been struggling to increase its market sales in India and
is also planning to relocate the heads of its bottling and franchisee
operations to roles outside India. The company is also planning to make some
changes in in its bottling arm Hindustan Coca-Cola Beverages (HCCB). This has
been done in order to increase the company’s growth opportunities across all of
south west Asia.
According to TechSci Research, the launch of new
non-carbonated drink in Indian beverages market is a nascent stage but has
potential to grow exponentially in the coming years. The introduction of
non-carbonated is followed by lunch of Vio a dairy drink in 2016 after launch
of Fuze iced tea in 2015 and coke zero in the late 2014, which all of them
marked its popularity among consumers in India. Aquarius in one of the top
USD20 billion brands of Coca-Cola company and is very popular across the globe.
The launch of new active hydration beverage in the Indian market will target
young and urban consumer, who are living an active lifestyle. The move taken by
Coca-Cola is a significant pivot for the company as it aims to diversify its
portfolio toward beverages that comes under health and wellness space.