Beverages giant Coca-Cola is gearing up to introduce its global brand ‘Vitaminwater’ in India in a bid to strengthen its portfolio of premium hydration products in the non-sparkling segment. The launch is probably planned for the end of the year.

Sources said the company would focus on introducing the ‘Vitaminwater’ portfolio in larger cities and it would likely be launched through the fast trade channel first.

In the United States, “Vitaminwater” is sold in various fruit-based flavors under several variants called “energy”, “refreshment”, “essential” and “focus”, among others. The portfolio also includes sugar-free variants.

Timely plan

The plan to launch a portfolio of nutrient-enriched aquatic beverages comes at a time when FMCG companies are seeing a surge in premium offerings across all categories. This trend is fueled by modern and online business channels. In fact, the rise of fast-moving commerce channels has led consumer product companies to shift their strategies to offer more premium products in urban areas.

In line with the changing channel dynamics of the industry, Coca-Cola India has also focused on launching products focused on fast commerce, such as ‘Honest Tea’, a ready-made tea drink to drink. Launched late last year, the company said the organic green tea used for the product was sourced from Makaibari Tea Estate, which is owned by Luxmi Tea Co Pvt Ltd.

Reply to sector of activityIn response to emailed queries, Ruchira Bhattacharya, Senior Marketing Director – Hydration, Sports & Tea Category, Coca-Cola India & South West Asia, said: “Research indicates that today’s consumers have diverse needs, and Coca-Cola is committed to offering products that align with consumers’ active lifestyles and changing preferences. Our vision as a total beverage company is to meet these evolving preferences. Beverages like “Vitaminwater” and “Honest Tea” cater to the emerging segments of the hydration offerings spectrum by providing both functionality and taste at various consumption times.

The company, however, did not comment on the timing of the launch of ‘Vitaminwater’ in India.

“Through a targeted approach and continued focus on meeting consumer demand through rapid commerce platforms, we are committed to ensuring greater accessibility and convenience to our core consumer segments,” she said. added.

The beverage major works closely with leading fast commerce platforms. The company has focused on offering tailor-made packaging formats, adapting its real-time sourcing model for a rapid delivery experience to meet the needs of the growing fast-moving commerce channel.