Amul Launches Chocolate Milk

Anand, Gujarat, India

Amul is all set 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 addition of cocoa solids, Amul Kool Koko, is targeted at teenagers and youth. This refreshing 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 1 Litre tetra pack, providing value for money to the consumers.

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. Launched today, 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 Cafe and India's first sports drink Stamina.

With these launches, the Billion Dollar Gujarat Co-operative Milk Marketing Federation Ltd., Asia's largest integrated dairy products manufacturing and marketing organization, is now a leading player in the Indian dairy beverages market with over 90% market share in 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. 7000 crores per annum. The soft drink market can be broadly divided into two major segments - carbonated soft drink and non-carbonated soft drinks. The carbonated soft drinks account for 85% 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.

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Source: Amul (Business Wire India)

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