Coca-Cola Vio: Skim-Milk with a Fizzy Kick

Coca-Cola Vio: Skim-Milk with a Fizzy Kick
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Scott Lachut, PSFK Labs
  • 28 july 2009

Like a modernized version of Strawberry Quik for the slightly more sophisticated set, Coca-Cola’s latest entrant into the beverage aisle promises a “refreshing sensory experience” and has been described by one quote-worthy copywriter as tasting “like a birthday party for a polar bear.” The so-called vibrancy drink named Vio – a blend of skim milk, sparkling water, fruit and an entire 27 grams of sugar – makes a test market run in New York City this week, retailing for $2.50 per 8 ounce bottle. The beverage comes in four flavors: peach-mango, very berry, citrus burst and tropical colada and evidently requires no refrigeration, perhaps owing to the fact that the nutrition label offers no mention of actual dairy content.

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