Coca-Cola to launch cheaper aerated drinks

Due to increasing rise of local brands and their popularity in the fizzy drinks space, soft drink giant Coca-Cola is planning to launch a new category of aerated drinks called Kinley Flavors, which would be 35-40% cheaper than its own existing range of fizzy drinks, including Coke, Sprite and Fanta.

World's largest beverage maker has decided to launch the new category of drinks in popular localised flavours like lemon, jeera and orange.

India is flooded with more than 200 of these so-called B brands that are distributed in small geographic areas and are sold at almost half of the prices charged by the MNCs.

Combined together, they own a consolidated share of over 12% of the Rs 22,000-crore packaged aerated drinks category, say industry insiders.

"Coca-Cola has developed a new value-based proposition for price-conscious consumers in aerated beverages," A Coca-Cola spokesperson told ET. "These new launches will be available in 250ml PET packs at attractive price points. We are doing pilots in select markets and will expand over time."

(Image source LiveMint)