Vanilla Coke Poised For Soft Launch

India could be among the first few countries outside the US and Canada to get a taste of vanilla-flavoured Coke. According to sources, Coca-Cola India, the Indian arm of the Atlanta-based cola giant, has initiated "market research" for 'Vanilla Coke'.

Vanilla Coke, the first new flavour extension of Coca-Cola (Classic) brand in 16 years, was launched in the US and Canada in April and May this year, amid much fanfare. Critics are hoping the product will help rejuvenate softdrink sales worldwide.

Coca-Cola India's deputy division president, Sanjiv Gupta confirmed the development to Business Standard during an interview. "Yes, we are doing market research for the product to find out the feasibility of a launch later." A soft-launch will be done based on the outcome of the research, which is "being conducted internally within the Coca-Cola India system," he added.

Gupta, however, reiterated that the market research did not imply that the product will eventually be launched in India. "Though," he added, "the product evokes considerable amount of curiosity."

Independent sources also said Coca-Cola may be experimenting with other flavours such as Cherry Coke and Coke with Lemon for the Indian market.

Coke with Lemon was recently launched in Hong Kong. Rival softdrinks firm Pepsi has also launched a lemon flavoured variant of cola, Pepsi Aha, in India, hoping it will bring in more volumes and revenue.

'Vanilla Coke' has evoked a lot of interest among consumers in the US and Canada. The Atlanta-based beverage giant says it is reminiscent of drinks from 1950s soda fountains, while analysts are hoping it will not canabalise the flagship Coke Classic.

The packaging for Vanilla Coke is linked to Coca-Cola Classic through some familiar design elements. The brand name "Coke" appears for the first time ever in the Coca-Cola Spencerian script. The dynamic ribbon device or "wave design" reinforces the connection to the Coca-Cola brand. The company also announced the new graphic look for the Cherry Coke soft drink brand, consistent with the design elements of Vanilla Coke packaging.

Analysts in India are skeptical about the product's viability in the Indian market considering the performance of other flavoured variants from competitors. "But one never knows until a product is launched on how consumers react to it," one analyst added.