Coca-Cola launches dairy drink in China for first time

15:12, October 13, 2009      

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Carbonated beverage giant Coca-Cola has entered the dairy beverage market. Yesterday, the company's first dairy product, named Minute Maid Pulpy Super Milky drink, made a high-profile debut in Shanghai. Coca-Cola sources said at the launch that the drink is also being sold in Beijing, Guangdong and Zhejiang; and distribution will be gradually expanded to cover the entire country. The drink is expected to be available in 300 Chinese cities by the end of this year.

According to reports, the product contains milk imported from New Zealand. A relevant Coca-Cola China manager told reporters on October 12 that the company has not ruled out the possibility of cooperating with Chinese milk enterprises in the future.

In July this year, Coca-Cola launched a carbonated milk drink named Vio in the U.S. on a trial basis.

Chen Chen, chief researcher at China Investment Consulting, said that Coca-Cola has entered the dairy beverage market to seek a new profit growth point in the non-carbonated beverage market, and that the move reflects a trend of upgrade in the domestic dairy beverage market. Chen believes that dairy drinks may be the next hot spot of contention among beverage giants.

Compared with the tea and juice markets, China's dairy drink market is far from saturated.

After Coca-Cola's deal to acquire Huiyuan Juice Group Ltd was blocked, Huiyuan announced on July 27 that it would spend 130 million yuan acquiring a dairy drink producer and enter the dairy beverage market.

By People's Daily Online
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