Beverage company Coca-Cola India on Wednesday rolled out a new mango drink 'Maaza Milky Delite' here.
The new product is a beverage made of mangoes combined with milk solids and it will be available in 200 ml TetraPak at a price of Rs 25.
"What we now bring to the market is this amazing fusion of mango and milk as a standardised, safe, hygienic and consistent offering.
"This also adds to our existing portfolio of world class products thereby offering more hydration and nourishment choices to our consumers," Coca-Cola India, Vice President (Juices), Neeraj Garg said here on Wednesday.
With 'Maaza Milky Delite' being developed at Coca-Cola India's R&D centre in Gurgaon, Garg said with the launch of this product in Punjab, consumers now have a wider choice of Coca-Cola products spanning from Minute Maid range of juices to Maaza, and from Limca to Thums Up and Coca-Cola in the sparkling segment.
The mango pulp for 'Maaza Milky Delite' will be procured locally, while the reconstituted milk is being sourced from different suppliers in the country, he said.
"The research and development on this product first started when we saw a housewife in Kolkata mixing Maaza with generous portion of milk, and serving it as a delicacy to us - the guests. It just tasted great.
"Since then, we wanted to create that same taste in a very sanitised and hygienic set up, and put the beverage in a pack that was handy and convenient thereby making this fusion available to consumers across India," said Asim Parekh, Vice President, Technical and Supply Chain, Coca-Cola India and South West Asia.
Parekh played a key role in conceptualising and creating 'Maaza Milky Delite'.
"To ensure that we reach our consumer-base in Punjab, we will be rolling-out an intensive 6-weeks integrated marketing campaign across all major cities including Chandigarh, Ludhiana, Amritsar and Jalandhar.
"We will also be sampling over 2,00,000 units of this great tasting product to consumers across various touch points," said Ashish Sethi, CEO, Kandhari Beverages - an authorised franchise bottler of The Coca-Cola Company in Punjab, India.
Garg said after the launch in Punjab, the new product will be rolled out in other markets including West Bengal.