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Coca-Cola India is launching beverage brand Aquarius in India to tap into the nascent active hydration category.
Aquarius, which is part of its global portfolio, is a non-carbonated and low calorie beverage which contains sodium, calcium and potassium and will be available in 400-ml pack at ₹30.
This is the second key launch this year by Coca-Cola India after it forayed in the flavoured milk segment through brand Vio earlier this year.
The company said Aquarius will initially be made available across organised trade, e-commerce and select grocery outlets across major cities in India.
Active hydration segment Debabrata Mukherjee, Vice-President, Marketing and Commercial, Coca-Cola India and South West Asia, said: “Aquarius is one of the top 20 billion dollar brands of The Coca-Cola Company and is very popular globally. In India, it is aimed at shaping the category of active hydration, targeted at young and urban consumers who are active-minded and lead active lifestyles.”
He said that the company believes the nascent active hydration segment is set to see exponential growth in the coming years. “With its refreshing lemon flavour, the new product aims to establish new consumption occasions for consumers for their busy, on-the-go lifestyle,” he added.
“We believe this will only increase in coming years and the category of active hydration will see an exponential growth.”
Coca-Cola India will back up the launch with a strong communication plan using select digital, print, OOH and point of sales campaign.
Earlier this year, archrival PepsiCo India had also launched 7 UP Revive which is also positioned in the active hydration space.
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