It’s something we’ve covered in the past: fizzy milk. The sound of it is enough to make your stomach turn, but could it be something consumers might love?
Carbonation usually only works well with sweetened drinks; Coca-Cola, Fanta, Dr. Pepper etc.
With milk, as we’ve explained before, the carbonation would change the taste and texture of the milk in your mouth; it wouldn’t be too nice as a DIY job with a home Soda Stream machine.
But Coca-Cola are now officially involved in the fizzy-dairy process. Their VIO product is now being pushed in India, and it’s expected to do well.
The milk is not only carbonated, but flavoured too. Saffron, pistachio and almond flavourings have been added to the VIO milk. The Coca-Cola website itself has released more information on the odd-sounding drink:
“VIO flavored milk, which has been jointly developed in collaboration with our largest bottling partner, BIG India, adds to our ‘Made in India, Made for India’ range of beverage innovations,” said Venkatesh Kini, president, Coca-Cola India and South West Asia.
“VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption,” said Debabrata Mukherjee, vice president, marketing and commercial, Coca-Cola India and South West Asia. “The product is packed with milk power and targeted for consumers on the go.”
Vice President Mukherjee goes on to say that the product ‘not only promises long-term business growth, but also leverages our system’s value chain in procuring ingredients and raw materials from the dairy farming community,” Kini added. “We look forward to the consumers’ feedback, which will help us decide on scaling this pilot launch further.”
Do you think dairy farmers will benefit from the launch of the product? Would it suit the Irish consumer? We’re not sure, but we’re keeping an open mind till we taste it!