The Hindu Business Line : Amul launches chocolate milk

Ahmedabad, Aug. 27Last week, Amul launched chocolate milk to further consolidate its position in the beverages market. Christened as ‘Amul Kool Koko’, the new offering is made from pure milk with addition of cocoa solids, and targets teenagers and the youth.

The beverage is priced at Rs 15 for a 200 ml disposable bottle/tetra pack, Rs 20 for a 250 ml can and Rs 50 for a one-litre tetra pack, an official said. Amul has introduced a slew of milk-based drinks over the past few months in a bid to emerge as the single-largest entity in the beverages market.

Amul Koko is the latest addition to the basket containing flavoured milk Amul Kool, a low-calorie drink called Masti Butter Milk, a ready-to-drink coffee known as Kool Café and India’s first sports drink, Stamina.

Leading player

With these launches, the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is now a leading player in the Indian dairy beverages market with over 90 per cent market share in branded packaged dairy drinks segment.

The milk-based market has been showing a double-digit growth. The Indian soft drink market is worth about Rs 7,000 crore per annum. The carbonated soft drinks account for 85 per cent of the total soft drink market but their growth has either been stagnant or declining over the last few years.

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Amul launches chocolate milk