ITC's B Natural enters cola wars sideways with sugar-free coconut-water 'Coco Nut Cola'
ITC launches a sugar-free coconut-water cola under B Natural at Rs 60/250ml, going D2C via quick commerce first. It targets the 'better-for-you' white space rather than taking on Coke and Pepsi head-on, riding the no/low-sugar surge from 5% share in 2020 to 30% projected in 2025.
ITC launches Coco 'Nut' Cola under B Natural, a sugar-free coconut-water cola priced at Rs 60/250ml, going D2C via quick commerce first. Positioned in 'better-for-you' white space rather than competing with Coke/Pepsi.
Why this matters
ITC extends B Natural beyond juices into carbonated drinks, using a sugar-free coconut-water cola and quick commerce to enter the beverage fight from the health flank rather than head-on with legacy cola giants.
Retail-brand signals accelerating at +301600% QoQ.