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Coca Cola's New Innovation ‘Maaza Milky Delite’

Enters into the dairy segment with brand’s tagline - 'Sharing not possible'

BestMediaInfo Bureau | Delhi | August 20, 2010

After successfully delighting consumers with the irresistible taste of Maaza, Coca-Cola India has now announced its foray into the dairy segment with the launch of its latest innovation. The latest offering, Maaza Milky Delite is a delicious blend of juicy mangoes and milk developed especially by Coca-Cola India in its Research & Development Laboratory in Gurgaon. Maaza Milky Delite is made out of great quality mango pulp blended with milk, providing Indian consumers with a truly refreshing and delightful experience. The innovative consumer proposition of Maaza Milky Delite is best explained by the brand's tagline – 'Sharing not possible'; a taste so irresistible that one would not want to share it with anyone!

According to Ricardo Fort, Vice President, Marketing, Coca-Cola India, "We at Coca-Cola India are constantly evaluating and exploring opportunities to expand and further diversify our beverage portfolio. It gives me immense pleasure to announce the launch of Maaza Milky Delite, an innovation that will not only mark Coca-Cola India's entry in the dairy segment but also further strengthen the leadership of brand Maaza in the country. This latest innovation has been developed at our Research & Development Laboratory in Gurgaon. As part of the phased launch, Maaza Milky Delite would be first made available to consumers in the city of Kolkata followed by a nation-wide launch later this year".

Maaza Milky Delite is being made available in a 200 ml slim tetra pack, and has been affordably priced at Rs 15. The latest innovation by Coca-Cola India is targeted at teenagers and young adults who are on the lookout for a delicious and refreshing milky mango juice drink.

Prior to the launch, extensive consumer research and stability tests have been specially conducted to ensure that Maaza Milky Delite matched the taste preferences of the Indian consumers. The product has been formulated in such a manner, that it is able to withstand the Indian weather conditions and has a shelf life of 4 months.

According to Vikas Chawla, Vice President, Franchise Bottling Operations, Coca-Cola India, "Driven by innovation, we at Coca-Cola India are constantly trying to find new ways to delight and refresh our consumers. The launch of Maaza Milky Delite is an example of the same endeavor. Maaza Milky Delite is a combination of delicious mangoes and milk, blended together, to delightfully satiate the Indian palate. Over the next two months, Maaza Milky Delite would be retailed across 3,000 outlets in Kolkata. I am confident that consumers will find this latest innovation truly refreshing and delightful".

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