Amul launches chocolate milk

Amul has launched another flavour in its flavoured milk brand 'Kool'. The new flavour 'Kool Koko" is a chocolate flavoured milk made from pure milk with addition of cocoa solids.

The new flavour is targetted at teenagers and youth. The new beverage is priced at Rs 15 for a 200 ml disposable bottle and a tetra pack while 250 ml can is priced at Rs 20 and one litre tetra pack is priced at Rs 50.

This will be an addition in the slew of milk based drinks introduced by Amul over the past few months. This new flavour is added in the range of flavoured milk to achieve the goal to emerge as the single largest entity in the beverages market.

Amul already has milk based beverages in the market including, Amul Kool, a low calorie thirst quenching drink, Masti Butter Milk, ready to drink cofee called 'Kool Cafe' and sports drink called 'Stamina.'

Amul claims that with this launch the billion dollar Gujarat Co-operative Milk Marketing Federation Ltd, has now become a leading player in the Indian dairy beverages market with 90 per cent share in branded packaged dairy drinks segment.

Amul claims that the milk based drink market is growing at a hefty double digit growth.

Indian soft drink market is worth about Rs 7,000 crore per annum and the market is divided into , carbonated soft drinks and non-carbonated soft drinks.

Carbonated soft drinks account for 85 per cent of the total soft drink market. Amul claims that the growth of carbonated soft drinks has been stagnant and in fact it is declining over the past few years.