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Coca-Cola India Launches Fortified Drink Powder At Reduced Price Point

May 3, 2018: 12:00 AM EST
Coca-Cola India has introduced an affordable water-soluble beverage powder in a bid to attract consumers to the company’s products. At 7¢ a packet, the price of Minute Maid Vitingo harkens back to the days when the company sold bottles of Coca-Cola at 7¢ apiece. The price was discontinued in 2004. Coca-Cola President T. Krishnakumar said the low price of the orange-flavored beverage fortified with micronutrients would expand the market “to the segment which cannot afford most of the packaged beverages.” Vitingo was launched at 4¢ a packet in 2010 with the help of non-governmental organizations and self-help groups and targeted consumers in rural areas of the country. Vitingo’s main competitors are Glucon-D from Kraft Heinz, and Glucose-D from Dabur India.
Sounak Mitra, "Coca-Cola unveils Vitingo at Rs5 in bid to boost reach", Livemint, May 03, 2018
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