Coca-Cola has teamed up with Sanofi, a global pharmaceutical company to set up a joint venture and start producing and selling health drinks at French pharmacies.
This is a pilot project aimed to test demand for beverages with health and beauty claims. The first beautifics will be sold starting this fall under the brand name Beautific Oenobiol, according to both companies. Coca-Cola is developing the formulation of the beverage and Sanofi will deal with distribution. Coca-Cola and Sanofi will own 50 percent of the venture.
The first range will include four drinks which will help with hair, weight loss, sun exposure and general vitality, according Bloomberg. Drinks will be made of mineral water, fruit juice and nutrition additives. The products target active urban women aged 25 to 45. It will cost between 2 and 3 euros per bottle and have an appealing design.
The new brand’s name comes from Laboratoire Oenobiol a French maker of nutritional beauty supplements which was acquired by Sanofi in 2009.
As the world’s largest beverage maker, Coca-Cola is seeking to broaden its products portfolio and correspond to consumers’ demands. People are getting more concerned about unhealthy products and sugary drinks and Coca-Cola reacts with the new category. Beautific is not the first healthy drink offered by Coca-Cola. Earlier this year, also in France, the company launched Sprite with stevia, a natural sweetener that has no calories. Sprite with stevia was initially introduced in the U.S. in 2008.