Coca-Cola Unveils Milk Drink ‘Nutriboost’

Coca-Cola Australia has announced the launch of Nutriboost, a new milk drink that is boosted with four key nutrients – protein, calcium, fibre and Vitamin D.

As the newest brand in the dairy segment, Nutriboost offers both great taste and nutrition.

It has been rated Five Stars on the Health Star Rating system.

Boosted with four key nutrients – calcium, protein, fibre and vitamin D – it offers a great nutritious alternative for Australians looking for a nourishing morning or afternoon snack.

Coca-Cola Australia’s marketing manager, Amruta Vaidya said the new range delivers on taste and provides the nourishing energy that parents are looking for, at any time of the day.

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.”

The new product launch will be supported with an integrated marketing campaign led by a new TVC and spanning digital media, POS, and in-store sampling and will run from now until 2020.

The Nutriboost range will be available in three flavours: chocolate, vanilla, and banana – all with no added sugar.

The launch is part of The Coca-Cola Company’s transformation into a total beverages company which offers consumers more of the beverages they want for all occasions.

In some cases, this means adding functional ingredients, in others it means offering more low- and no-sugar options or launching exciting new drinks in categories such as tea, juice and sparkling water.

Nutriboost will be available in selected retailers from the end of May and comes in 250ml and 340ml sized recyclable bottles.

The Health Star Rating is a front-of-pack labeling system that rates the overall nutritional profile of packaged food and beverages and assigns a rating from ½ a star to 5 stars.

It provides a quick, easy, standard way to compare food and beverages.

It was developed by federal and state governments in collaboration with industry, public health and consumer groups.