Coke to expand nutritional line

Marketing 20-Jul-05, 13:04

Coca-Cola is being tipped by analysts to bolster its nutritional drinks portfolio and its presence in the flavoured-milk market, following its acquisition of a controlling stake in US firm Bravo Foods International.

Bravo's US products include Slammers Ultimate Milk and ranges featuring characters from Marvel Comics. Coca-Cola Enterprises, the group's bottling division, is now believed to be negotiating master distribution rights.

The deal is unique, as it is the first time Coca-Cola Enterprises has lined up as a brand buyer without a joint-venture partner.

Analysts have said it is likely to use the purchase to add to its nutritional beverages as the traditional soft-drinks sector falters.

Coca-Cola has already made inroads into the milk market with Swerve, a flavoured-milk drink sold in the US and the Virgin Islands. It also had a short-lived alliance with Nestle, launching Nestle Choglit in 2002.