Coca-Cola Working With Pharma Company To Create ‘Health’ Drink
The soft drink company is working with French drugmaker Sanofi to develop a range of vitalizing beverages.
Coca-Cola and the pharmaceutical maker Sanofi have set up a 50/50 joint venture to sell health drinks in French drugstores that offer different beauty benefits.
The beverages will be called ‘Beautific’ and sold under the brand name Oenobiol. Businessweek reports that they will improve hair, help with weight loss, sun exposure, and improve general vitality. The drinks, which will be available in the next few months, will be aimed at active urban women aged 25-45 and will be priced at 2-3 euros.
Coca-Cola will handle the formulation for Beautific, while Sanofi oversees its distribution. Both companies are looking to branch out into new areas with this pilot project, as the drugmaker seeks to turn from prescription drugs towards consumer health care products, and the world’s largest soft drink maker is being pressured to offer healthier beverages.