Coca Cola forays into niche category of hydration and nutritious drinks

Coca-Cola India has forayed into two new categories – enhanced hydration and nutritious dilutables. It has launched Aquarius Glucocharge – a liquid glucose and Minute Maid Vitingo – nutritious diluatable. Aquarius Glucocharge, packed with glucose, essential minerals (potassium, sodium and calcium) and fruit juice has been developed exclusively for Indian consumers who toil in the heat and need instant rehydration to overcome exhaustion. This non-carbonated, low-sugar beverage with fruit juice is priced at an affordable value of Rs 10 for a 200ml serving.

Minute Maid Vitingo is a specially-formulated product to address micronutrient deficiency and malnutrition in India. The formulation is fortified with iron, Vitamins A, B2, B12 and C, zinc and folic acid. It comes in single serving dilutable sachets of 18g priced at Rs 5. Regular consumption of Vitingo has been clinically tested to significantly reduce iron deficiency, anaemia and Vitamin C deficiency among children.

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