Nutriboost
Coca-Cola Australia launches a new milk drink Nutriboost. Credit: The Coca-Cola Company.

Coca-Cola Australia expanded its dairy product portfolio by launching a new milk drink, called Nutriboost.

The company claims that its new offering contains four key nutrients including protein, calcium, fibre and Vitamin D.

Coca-Cola Australia Dairy marketing manager Amruta Vaidya said: “The dairy category has evolved significantly as Australians increasingly look for ways to add nourishment to their diets.

“We took this as inspiration to create Nutriboost, which packs in plenty of nutritional punch, including protein, calcium, fibre and Vitamin D, making it a great option for in-between meal times.

“It tastes delicious and will be the perfect pick-me-up for busy families needing a nutritious boost whether they are ‘on the go’ or at home.”

Coca-Cola Nutriboost will be packaged in 250ml and 340ml sized recyclable bottles and will be available in select retail outlets from the end of this month.

With no added sugar, Nutriboost will be available in three different flavours, including chocolate, vanilla and banana.

“The dairy category has evolved significantly as Australians increasingly look for ways to add nourishment to their diets.”

To support the product launch of its new product, Coca-Cola Australia plans for an integrated marketing campaign.

The marketing campaign, according to the company, will be led by a new TVC and spanning digital media, POS, and in-store sampling and will run until 2020.

The launch is said to be part of Coca-Cola’s transformation into a total beverages company.

Last November, Coca-Cola released natural yoghurt to further increase its share in Brazil’s $20bn dairy market following a 30% increase in sales in 2017.