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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.   

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