Coke jumping into dairy beverage business

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Coca-Cola is stepping into the dairy-beverage market this summer. The Atlanta, Ga., beverage giant plans to launch a chocolate-flavored dairy beverage called Choglit this summer.

Details remain scant about Choglit, which the trade publication Beverage Digest reported about in its latest issue. It is not yet known, for example, who is in the target audience for Choglit and how much milk will be used to make it.

What is known is that Choglit will come from Beverage Partners Worldwide, a joint venture of Coke and Nestlé.

Choglit could pose a challenge to Yoo-hoo, a brand that has been around since the 1920s. Yoo-hoo is part of the Snapple Beverage Group, which is owned by Cadbury Schweppes. Pepsico's SoBe unit also has a chocolate dairy drink, called Love Bus Brew.

Flavored drinks have been big news recently. Coke, for example, is in the midst of a high-profile launch of Vanilla Coke.

But that is a traditional soda. Choglit would put Coke in a whole new category, continuing the company's pattern of expansion beyond soda. In Mexico, Coke's Minute Maid unit is already selling a flavored milk drink in a venture with Disney.

A Coca-Cola spokesman declined to comment about Choglit on Friday. The brand is one of many new products Coke has in the works from its various divisions.

Atlanta Journal Constitution.

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