Indiantelevision.com Team

(27 August 2007 6:00 pm)

MUMBAI: Amul is looking to further consolidate its position in the beverages market with the introduction of chocolate milk under brand name of Amul Kool Koko.

Made from pure milk with the addition of cocoa solids, Amul Kool Koko is targetted at teenagers and youth.

The beverage is priced at Rs 15 for a 200 ml disposable bottle, Rs 15 for a 200 ml tetrapak, Rs 20 for a 250 ml can and Rs 50 for one Litre tetra pack.

Amul has introduced a slew of milk based drinks over the past few months. This has been done to achieve its goal of emerging as the single largest entity in the beverages market.

Amul Kool Koko Chocolate Milk is the latest addition to the basket which contains flavoured milk Amul Kool, a low calorie thirst quenching drink, Masti Butter Milk, ready to drink coffee - Kool Café and sports drink Stamina.

The firm claims to have over 90 per cent market share in the branded packaged dairy drinks segment. The milk based drink market has been showing a hefty double digit growth.

The Indian soft drink market is worth about Rs 70 billion per annum. The soft drink market can be broadly divided into two major segments – carbonated soft drink and non-carbonated soft drinks.

Carbonated soft drinks account for 85 per cent of the total soft drink market. However, the growth rate has been stagnant and in fact declining over the past few years. The non-carbonated drinks category includes special categories like fruit drinks, juices and milk drinks, etc.

With the changing lifestyles and increasing health concern, the growth in non-carbonated drink category has been much higher than the carbonated category.