Coco Cola to introduce 'beauty drink'

Soft drinks giant Coca-Cola is partnering with a french drugs manufacturer to launch a new line of beauty drinks which it claims will carry weight loss and other well-being benefits.

Coca-Cola and pharmaceutical company Sanofi will begin selling the Beautific Oenobiol brand later this autumn as part of a small-scale pilot to a limited number of outlets across France.

The companies confirmed the decision following a leak by Sanofi's labour union representatives, who claimed workers were furious to see the drug maker 'spouting about beauty drinks' just a month after it announced to plans to reduce its workforce by 900.








Coca-Cola, the world's largest beverage maker, declined to comment beyond a brief statement. But as concerns about sugary drinks grow at home and abroad, the Atlanta-based company has moved to diversify its options.

Earlier this year, Coca-Cola in France introduced Sprite with stevia, a natural sweetener that has no calories.


The launch followed its introduction of Fanta with stevia in 2010.

According to a report in the Wall Street Journal the range of four Oenobiol drinks will be made of mineral water, fruit juice and nutrition additives.

They will come with claims that they 'help strengthen hair and nails, embellish skin, lose weight and improve vitality.'
WHAT ARE BEAUTY DRINKS?



In 2009, more than two dozen states settled a case with Coca-Cola and Nestle over the green tea drink Enviga, and claims that drink would burn more calories than it contained.

Coca-Cola and Nestle agreed to add disclosures to Enviga and any similarly formulated product to disclaim any weight loss benefits and note that weight loss is only possible through diet and exercise.

The announcement comes as Coca-Cola battles to increase its sales in Europe, with sales volume up just 1 percent in the third quarter.

As concerns over obesity grow, Coke and Pepsi, the world's two biggest soft drinks manufacturers have developed more zero and low-calorie drinks.

Last month, New York City took steps towards banning the sale of sugar-sweetened drinks larger than 16 ounces in restaurants, mobile food carts, delis and concessions at movie theatres and stadiums.

For Sanofi the diversifying into the beauty drinks market is in line with its ongoing attempts to increase its offering of over the counter branded products to help offset revenue lost from increased competition to drugs sales.

Sanofi bought Oenobiol, which sells vitamin combinations designed as specific beauty treatments, like curbing hair loss, in 2009.

Sanofi's buying spree that year also included the $1.9 billion acquisition of Chattem Inc., the company behind Selsun Blue shampoo and Gold Bond skin cream.

source : daily mail






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