The Coca-Cola Co's Vio milk - Product Launch

The Coca-Cola Co has deepened its presence in India's dairy market with the pilot launch of flavoured milk Vio.

The new product will initially be available in 500 Reliance Retail outlets across the country as part of India's Republic Day celebrations. Reliance Retail will build awareness about the product through promotions and sampling, eventually extending the offer to all consumers.

The move comes a month after Coca-Cola sought to play down reports in India it was to launch Vio in the country.

Coca-Cola launched the Vio brand in the US in 2009, but the new product has been specially designed for the Indian market, according to the company.

Two flavours have been developed - Kesar Treat and Almond Delight. Coca-Cola already sells milk-and-mango drink Maaza Milky Delite in India.

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